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Konsumenten-Engagement auf Social Media-Plattformen – Marken-Fanpages als Instrument für das Kundenbeziehungsmanagement (CRM)

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Dienstleistungsmanagement und Social Media

Zusammenfassung

Die Möglichkeiten des Kundenbeziehungsmanagements (CRM) haben sich in den letzten Jahren durch von Social Media-Plattformen wie Facebook, Twitter oder Youtube angebotene Social Media-Markenseiten (z.B. Marken-Fanpages, Marken-Kanäle) stark verändert. Kommunizierten Unternehmen traditionell nicht mit ihren Kunden, sondern zu ihren Kunden, so bringen sich heute Kunden insbesondere auf Socia Media- Markenseiten selbst in die Kommunikation mit ein (Kozinets et al. 2010; Libai et al. 2010) und agieren als „Co-Kreatoren“ und Multiplikatoren von Markenbotschaften (Deighton/Kornfeld 2009; Hennig-Thurau et al. 2010; Jodl 2010; Kozinets et al. 2010).

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Authors and Affiliations

  1. Institut für Marketing, Ludwig-Maximilians-Universität München, Ludwigstr.28 Rgb., Zimmer 322, München, 80539, Deutschland

    Dipl.-Kfm. Benedikt Jahn & Univ.-Prof. Dr. Anton Meyer

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  1. Dipl.-Kfm. Benedikt Jahn
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  2. Univ.-Prof. Dr. Anton Meyer
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Correspondence to Benedikt Jahn .

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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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Jahn, B., Meyer, A. (2013). Konsumenten-Engagement auf Social Media-Plattformen – Marken-Fanpages als Instrument für das Kundenbeziehungsmanagement (CRM). In: Bruhn, M., Hadwich, K. (eds) Dienstleistungsmanagement und Social Media. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01248-9_8

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  • DOI: https://doi.org/10.1007/978-3-658-01248-9_8

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