Online Communities

In: Business and Management

Submitted By zeynepdagalti
Words 14545
Pages 59
Marmara Universität
Fakultät für Wirtschafts- und Verwaltungswissenschaften
Deutsprachige Abteilung für Betriebswirtschaftslehre

Die Einflussfaktoren von virtuellen Gemeinschaften über Kaufverhalten– am Beispiel der Produktkategorie „Technologische Produkte”


Vorgelegt von: Zeynep DAGALTI
Matrikel Nummer: 041000038
Studienbezeichnung: BWL/ Marketing

Vorgelegt bei: Yrd. Doç. Dr. Gülpınar Kelemci Schneider

Istanbul, Juni, 2010



1.WEB 2.0

1. Definition 2. Grundbegriffe des Web 2.0 3. Typologie von Web 2.0 4. Bedeutung des Web 2.0 5. Problemstellung und Ziel der Arbeit 6. Ablaufplan der Arbeit


2.1. Perspektiven 2.1.1.Soziologisch und Sozialpsychologisch 2.1.2.Technologisch 2.1.3.Kommerziell 2.1.4.Gesellschaftlich 2.2. Definition und Merkmale 2.3.Besonderheiten von Online Communities 2.3.1.Bedürfnisse und Ziele 2.3.2.Rollen 2.3.3.Mehrwerte 2.4. Klassifikation von Online Communities 2.5.Zukunftliche Aspekte von Online Communities

3. ONLINE COMMUNITIES ALS INSTRUMENT DES MARKETINGS 3.1. Bedeutung von Online Communities für das Marketing 3.2. Negative und Positive Buzz Beispiele auf Online Communities 3.3. Online Brand Communities 3.3.1. Die Vorteile vom Online Brand Community für das Unternehmen 3.3.2. Erfolgskonzept den Online Brand Communities 3.4. Eintritt zum Online Community aus der Marketingsperspektive 3.5. Das Verhaltensweise gegen negativem Buzz 3.6. Instrumente der Online Communities 3.7. Die Wirkungen von Online Communities über das Kaufverhalten


4.1. Design der…...

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