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Kundenkommunikation in sozialen Medien
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Tobias Wolf betrachtet die Informationsverbreitung in sozialen Medien und die Auswirkungen einer Einbeziehung von Konsumenten in die unternehmerischen Prozesse auf die interpersonelle Kommunikationsbereitschaft. So zeigt die Einbeziehung von Konsumenten einen deutlich positiven Einfluss auf die Word of Mouth-Bereitschaft, und es wird deutlich, dass Unternehmen mit Offenheit und Dialogbereitschaft solche positiven Reaktionen frdern und mgliche negative Reaktionen mindern knnen. Hierfr wendet der Autor neben der modell-theoretischen Betrachtung in der empirischen Untersuchung auch multivariate Analysen an.
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