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Social Media in der Organisationskommunikation

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658023294
Condition
New
Product Description

Die AutorInnen dieses Sammelbandes analysieren das Einsatzpotenzial und die Anwendungsfelder von Social Media in der Organisationskommunikation verschiedener Branchen (Finanzdienstleister, Tourismusorganisationen etc.) ebenso wie in verschiedenen Kommunikationsbereichen, z. B. Business-to-Business, Markenkommunikation, politische Kommunikation und Non-Profit-Kommunikation. Neben theoretischen Aspekten werden dabei jeweils die Ergebnisse empirischer Studien vorgestellt. Fazit: Die Rolle von Social Media als Haupt- oder Nebendarsteller moderner Organisationskommunikation ist derzeit noch umstritten. Sie hngt unter anderem davon ab, ob relevante MeinungstrgerInnen selbst in Online-Communities verankert sind oder sich in der klassischen Kommunikation beheimatet fhlen.

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