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Einsatz von Word-of-Mouth im Rahmen der Dialogkommunikation

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Handbuch Instrumente der Kommunikation

Part of the book series: Springer Reference Wirtschaft ((SRW))

Zusammenfassung

In diesem Beitrag liegt der Fokus auf der Word-of-Mouth-Kommunikation mit dem Ziel, Handlungsempfehlungen für Unternehmen zur Steuerung von Word-of-Mouth-Prozessen abzuleiten. Word-of-Mouth-Kommunikation ist eine Form der mündlichen Kommunikation über Marken, Produkte oder Dienstleistungen zwischen Empfängern und Sendern, die unabhängig von Unternehmen und frei von kommerziellen Interessen stattfindet. Aufgrund ihrer hohen Glaubwürdigkeit spielt sie eine wichtige Rolle bei der Beeinflussung von Kaufabsichten. Sie kann als eine Erweiterungsform der Dialogkommunikation interpretiert werden. Technische Innovationen, wie etwa Soziale Netzwerke, haben ihre Bedeutung in den letzten Jahren zudem noch erhöht.

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Author information

Authors and Affiliations

  1. Professor für Betriebswirtschaftslehre, insbesondere Dienstleistungsmanagement, Wirtschaftswissenschaftliche Fakultät, Universität Leipzig, Leipzig, Deutschland

    Dubravko Radić

  2. MOEZ des Fraunhofer Instituts und Professur für Innovationsmanagement und Innovationsökonomik, Universität Leipzig, Leipzig, Deutschland

    Thorsten Posselt

Authors
  1. Dubravko Radić
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  2. Thorsten Posselt
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Correspondence to Dubravko Radić .

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Editors and Affiliations

  1. Universität Basel, Basel, Switzerland

    Manfred Bruhn

  2. EBS Business School, Oestrich-Winkel, Hessen, Germany

    Franz-Rudolf Esch

  3. Bergische Universität Wuppertal, Wuppertal, Germany

    Tobias Langner

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Radić, D., Posselt, T. (2016). Einsatz von Word-of-Mouth im Rahmen der Dialogkommunikation. In: Bruhn, M., Esch, FR., Langner, T. (eds) Handbuch Instrumente der Kommunikation. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04655-2_21

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  • DOI: https://doi.org/10.1007/978-3-658-04655-2_21

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  • Publisher Name: Springer Gabler, Wiesbaden

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