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Die Rolle des Opinion Leaders in der Diffusion von Produkten
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ISBN10: 3656833869
ISBN13: 9783656833864
Publisher: Grin Verlag
Published: Nov 13 2014
Pages: 56
Weight: 0.19
Height: 0.13 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656833864
Publisher: Grin Verlag
Published: Nov 13 2014
Pages: 56
Weight: 0.19
Height: 0.13 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.0, Brandenburgische Technische Universität Cottbus, Veranstaltung: Oberseminar Marketing, Sprache: Deutsch, Abstract: Die folgende Arbeit beschäftigt sich mit der Frage, inwiefern der Meinungsführer Einfluss auf die Verbreitung von Informationen und Produkten ausüben kann. Dabei wird insbesondere auf vorhandene sowie erlernte Charaktereigenschaften und Fähigkeiten des Meinungsführers eingegangen und mittels zahlreicher Studienergebnisse zusammengefasst. Weiterhin werden die Eigenschaften des Netzwerkes, in dem sich der Meinungsführer befindet und die Präsenz von Massenmedien berücksichtigt. Dazu werden zunächst im folgenden Kapitel grundlegende Begriffe der Diffusion erklärt und die Position des Meinungsführers in diesem Prozess beschrieben. Zudem werden Persönlichkeitsmerkmale aufgedeckt, welche der Meinungsführer mit sich bringen muss, um als solcher anerkannt zu werden und die Meinung anderer zu beeinflussen. Das dritte Kapitel beschäftigt sich mit der Effektivität des Meinungsführers in verschiedenen Situationen. Zunächst wird untersucht, ob der Meinungsführer einen signifikanten Einfluss auf die Verbreitung von Information und Produkten ausübt. Anschlie end erfolgt die Einordnung des Meinungsführers in den Diffusionsprozess. Weiterhin werden die Auswirkungen verschiedener Fähigkeiten des Meinungsführers und die Eigenschaften des Netzwerkes auf den Übernahmeprozess untersucht. Im abschlie enden Teil erfolgt eine kritische Betrachtung des Meinungsführerkonzepts.
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