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Virale Markenkommunikation: Einstellungs- Und Verhaltenswirkungen Viraler Videos
Paperback
Series: Marken- Und Produktmanagement
ISBN13: 9783834939012
Publisher: Gabler Verlag
Published: Mar 29 2012
Pages: 371
Weight: 1.05
Height: 0.82 Width: 5.83 Depth: 8.27
Language: German
Markenmanager versuchen zunehmend, sich die soziale Vernetzung der Konsumenten im Internet zu Nutze zu machen und greifen so verstärkt auf Formen Viraler Markenkommunikation zurück. Hierbei verbreiten Internetnutzer Markenbotschaften nach dem Prinzip der Mundpropaganda freiwillig untereinander. Daniel Stenger untersucht die zentralen Wirkungsdeterminanten viraler Videos auf die Einstellung und das Verhalten von Konsumenten. Basierend auf einer experimentellen Studienreihe wird die Wirkung von Absender- und Empfängereigenschaften sowie der inhaltlichen Gestaltung auf Marke und Weiterleitungsverhalten empirisch untersucht und der Autor gibt Empfehlungen zur erfolgreichen Gestaltung viraler Markenbotschaften.
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