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Social Media als Instrument der Kundenkommunikation
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Anja Corduan untersucht, inwieweit die in der Wissenschaft argumentierten Kommunikationsanstze fr Social Media pauschale Gltigkeit beanspruchen knnen und ob diese kulturellen Besonderheiten unterworfen sind. In der vergleichenden Studie werden die USA, Deutschland und China analysiert, die in den Variablen Internetpenetration und Bandbreiten hnliche Werte aufweisen, jedoch kulturell sehr unterschiedlich sind. Anhand von zehn Fallstudien internationaler Grounternehmen wie adidas oder Samsung wird die Kommunikation der Firmen auf Weibo und Facebook im Detail untersucht. Schlielich werden konkrete und praxisrelevante Handlungsempfehlungen abgeleitet.
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