Department of Management

Sascha Steinmann

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

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Sascha Steinmann
  • Gunnar Mau, University of Siegen, Germany
  • Hanna Schramm-Klein, University of Siegen, Germany
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.
Translated title of the contributionParticipation and evaluation in social online networks from the marketing perspective
Original languageGerman
JournalLiLi: Zeitschrift für Literaturwissenschaft und Linguistik
Pages (from-to)125-140
Number of pages16
Publication statusPublished - 2015

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