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Markenkommunikation in Social-Media-Kanälen

Markenkommunikation in Social-Media-Kanälen


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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Universität Siegen (Lehrstuhl für Kommunikationswissenschaft), Sprache: Deutsch, Abstract: Die vorliegende Arbeit beschäftigt sich mit dem Thema der Markenkommunikation in Social-Media-Kanälen am Beispiel von Adidas auf Instagram. Die Kommunikation um Marken nimmt eine immer größere Rolle in unserer Gesellschaft ein. Nicht nur für Konsumenten, auch für Unternehmen ist die Markenkommunikation in der digitalen Gesellschaft zu einem wichtigen Aspekt geworden. Das Internet und somit auch die sozialen Medien bieten Unternehmen die Chance den Dialog zu Konsumenten zu suchen, Aufmerksamkeit für Produkte zu generieren und somit langfristig das unternehmerische Überleben zu sichern. Jedoch haben sich die Rahmenbedingungen der Markenkommunikation in den letzten Jahren drastisch verändert. Aufgrund der Informationsüberlastung in sozialen Medien, dem sinkenden Interesse und der selektiven Aufmerksamkeit der Rezipienten, ist die kommunikative Ansprache von Unternehmen an ihre Zielgruppe sehr komplex geworden. Hinzu kommt die Homogenität der Produkte. Produkte können anhand der Qualität von Seiten der Konsumenten kaum noch unterschieden werden. Daher ist die Markenkommunikation in sozialen Medien von hoher Bedeutung um den subjektiven Produktnutzen von Marken zu kommunizieren, mit dem Ziel, den Erfolg und die Existenz von Unternehmen zu sichern. Außerdem ist es wichtig sich als Unternehmen über kommunikative Maßnahmen und dem Auftritt in Social-Media-Kanälen von anderen Unternehmungen zu differenzieren, um in der Vielfalt der Angebote noch erkennbar zu sein. Erschwerend kommt der Verlust der Informationskontrolle von Seiten der Unternehmen hinzu, da Verbraucher über mobile Endgeräte einen offenen und dauerhaften Zugang zu (Produkt-)Informationen haben. Sich stetig entwickelnde Technologien im Bereich der mobilen Endgeräte und die Entwicklung


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Product Details
  • ISBN-13: 9783668979765
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 68
  • Spine Width: 4 mm
  • Weight: 154 gr
  • ISBN-10: 3668979766
  • Publisher Date: 03 Jun 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Die Kommunikationsstrategie von Adidas Deutschland auf Instagram
  • Width: 148 mm


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