Beteiligung und Bewertung in sozialen Online-Netzwerken aus der Perspektive des Marketings

TY - JOUR

T1 - Beteiligung und Bewertung in sozialen Online-Netzwerken aus der Perspektive des Marketings

AU - Steinmann, Sascha

AU - Mau, Gunnar

AU - Schramm-Klein, Hanna

PY - 2015

Y1 - 2015

N2 - This essay deals with the different forms of engagement and evaluation of members of social on- line networks such as Facebook or Google+. From the perspective of marketing the authors pro- vide an overview of the passive and active participation of different member types in social online networks. Drawing on literature and Àndings of empirical studies from the Àeld of marketing and consumer behavior, potential antecedents of member engagement and evaluation in online com- munities as well as their impact on important marketing-related outcome variables are discussed.

AB - This essay deals with the different forms of engagement and evaluation of members of social on- line networks such as Facebook or Google+. From the perspective of marketing the authors pro- vide an overview of the passive and active participation of different member types in social online networks. Drawing on literature and Àndings of empirical studies from the Àeld of marketing and consumer behavior, potential antecedents of member engagement and evaluation in online com- munities as well as their impact on important marketing-related outcome variables are discussed.

M3 - Tidsskriftartikel

SN - 0049-8653

VL - 45

SP - 125

EP - 140

JO - LiLi: Zeitschrift für Literaturwissenschaft und Linguistik

JF - LiLi: Zeitschrift für Literaturwissenschaft und Linguistik

ER -