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Dienstleistungsmanagement und Social Media pp 277–299Cite as

Zum besonderen Einfluss der sozialen Identifikation auf die Akzeptanz von Kommerzialisierungsmaßnahmen in sozialen Netzwerken – Eine empirische Analyse am Beispiel einer Facebook-Fanseite eines Fußball-Bundesligisten

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Zusammenfassung

Soziale Netzwerke haben die mediale Landschaft in den letzten Jahren nachhaltig verändert (Bruhn et al. 2011). Stellvertretend für die stetig wachsende Popularität steht das soziale Netzwerk Facebook. Rund 900 Mio. User, davon ca. 24 Mio. aus Deutschland (Allfacebook 2012), pflegen über 125 Milliarden Freundschaften, laden durchschnittlich mehr als 300 Mio. Fotos am Tag hoch und kommentieren und „liken“ im Durchschnitt täglich rund drei Mrd. Beiträge (Facebook 2012). Angesichts dieser Zahlen ist es nicht verwunderlich, dass immer mehr Unternehmen soziale Netzwerke in ihren bisherigen Kommunikationsmix integrieren, um ihre Kunden möglichst direkt und effizient zu erreichen sowie die Beziehung zu den Kunden auf eine breitere Basis zu stellen (McAlexander et al. 2002; Palmer/Koenig-Lewis 2009).

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Authors and Affiliations

  1. Institut für Automobilwirtschaft, Technische Universität Braunschweig, Schleinitzstr. 23a, Braunschweig, D-38106, Deutschland

    Dipl.-Kfm. Marc Schnöring & Univ.-Prof. Dr. David M. Woisetschläger

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  1. Dipl.-Kfm. Marc Schnöring
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  2. Univ.-Prof. Dr. David M. Woisetschläger
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Correspondence to Marc Schnöring .

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  1. Unternehmensführung, Univ. Basel, Basel, Switzerland

    Manfred Bruhn

  2. Universität Hohenheim (510P) Institut für Marketing & Management, Stuttgart, Germany

    Karsten Hadwich

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Schnöring, M., Woisetschläger, D. (2013). Zum besonderen Einfluss der sozialen Identifikation auf die Akzeptanz von Kommerzialisierungsmaßnahmen in sozialen Netzwerken – Eine empirische Analyse am Beispiel einer Facebook-Fanseite eines Fußball-Bundesligisten. In: Bruhn, M., Hadwich, K. (eds) Dienstleistungsmanagement und Social Media. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01248-9_13

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  • DOI: https://doi.org/10.1007/978-3-658-01248-9_13

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