Web 2.0: Neue Perspektiven für Marketing und Medien (German Edition)

Web 2.0 : neue Perspektiven für Marketing und Medien
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Web 2. Hennigs, N. Luxury Research Journal, Vol. Zerwas, C. Homscheid, D. Proceedings der internationalen Tagung Wirtschaftsinformatik WI Schubert, P. Steinmann, S; Kilian, T. Schaarschmidt, M.

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Web Neue Perspektiven für Marketing und Medien (German Edition) [ Gianfranco Walsh, Berthold H. Hass, Thomas Kilian] on dynipalo.tk *FREE*. Web Neue Perspektiven für Marketing und Medien (German Edition). by Gianfranco Walsh, Berthold H. Hass, et al. | Sep 26, Hardcover.

European Management Journal, Vol. Greuling, K. Social Science Computer Review, Vol. European Business Review, Vol. European Retail Research, Vol. Journal of Media Business Studies, Vol. Journal of Business-to-Business Marketing, Vol. Proceedings of the 42nd European Marketing Academy Conference. Schaarschmidt, M; Kilian, T. Journal of Marketing Management, Nr. VHB-Jourqual 3: C. Kilian, T; Walsh, G.

Homscheid D. Sometimes the users of online auctions, such as eBay, are regarded as a kind of community by observers as well as by the auction's management. In contrast to the idea that eBay constitutes a community the paper tests the hypothesis that online auctions are different from other communities on the internet in the sense that they accept and need stronger forms of social control. Online auctions, it is argued, face problems of trust in such a way that they need direct forms of social control.

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Knowledge sharing groups, as another popular example of internet communities, rely much more on indirect forms of social control. The theory of relational signals explains the differential acceptance and effectiveness of social control in internet groups by differences in the members' interests that are induced by the dissimilar functions that the groups have for their members. Whereas users of knowledge sharing groups have to have some interest in maintaining a satisfying relationship with their group colleagues, such relational interests hardly exist among users of online auctions.

The hypotheses are tested with mostly survey and some experimental data that compare the acceptance and effectiveness of different forms of social control by users of online auctions versus knowledge sharing groups. It is found that members of eBay experience problems of trust as more serious than the members of knowledge sharing communities. There is a lower degree of relational interests within eBay. Moreover, eBay members are much more willing to accept direct forms of social control that are rather unacceptable within the knowledge sharing communities.

The findings point to important deficiencies in the online community management literature e. Conclusions are drawn about the preconditions for the successful application of social control on the internet and especially for the management of online communities. Together with trust it is a building block of a cohesive and cooperative social group. Several structural properties of web forums, which can be and are reflected in members' actions and orientations toward other participants are discussed: formal and informal normative context , self-presentational strategies and online-offline integration.

It is hypothesised that all these concepts promote communicative orientation of individuals in online communities and allow the building of trust and social cohesion. Thus the concepts are put in a derived causal model that aims to explain communicative orientation and social cohesion in online communities. The paper will also consider methodological problems regarding the operationalisation of derived concepts. The explanatory model will be verified with linear structural equation modeling approach on a large sample of active participants in Slovenian web forums that were recruited for a web survey in summer Relevant empirical results will be presented and discussed.

Mobile Communication and Journalism. The Football World Championship FWC has been a key event Kepplinger and Hartung for mobile network operators which offered mobile TV content for the first time in Germany to a broader public. Until now, mobile TV, although common in Asia already, is not yet widely used in Germany. As a key event, the FWC combines an increasing demand for information with a readiness of users to test new media offers. How will a specific media offer for journalistic content for mobile devices look like? Is a new kind of journalism developing?

To answer that question, expert interviews and a content analyses have been made. Results show that journalism for mobile devices can be divided into two categories: text messages and video clips. Both have to be very fast, short, and adapted to small screens. The possibility of on demand usage of short clips is a clear advantage to traditional broadcast media. The question whether a new type of journalism is developing is relevant for multiple reasons: if new media products for mobile devices are developing, the producing newsrooms have to take this into account.

The successful launch of a new news product can be decisive on the highly competitive news market. Three parties are interested in the outcome of the development: For newspaper companies, it is an open question if young people, turning away from traditional newspapers, can be recaptured by text message services.

For broadcasters, news in video clips can be an important new offer. For telecommunication companies, new content can make elaborated mobile phones marketable and generate revenues through network usage. Furthermore, education for journalists will change, as they have to be prepared to work for an expanding media offer. Concerning the FWC, traditional live coverage was the less successful kind of content. Interactive usage of small parts of information seems to be the kind of news which will be successful on mobile devices.

User participation, e. Kepplinger, Hans Mathias and Uwe Hartung. This research project surveyed everyday uses of mobile phones and the attitudes towards communication technology in New Zealand, Germany and the US using a multi-method approach. The focus group research was replicated at Leipzig Uni. This paper introduces BB as a survey tool and compares its functionality and effectiveness with the other methods applied.

Any research findings will be associated with the corresponding method. Initially, it was hypothesized that the online assessment would secure responses in a faster reaction time and allow for quicker data processing Dillman, As a results, BB as survey tool will be discussed with suggestions for improvement. Overall, results indicated that the set up and processing of online surveys is often mistaken to be more efficient than offline surveys.

Dillman, D. Mail and Internet surveys: The tailored design method. Ling, R. Fornebu: Telenor. Hyper-coordination via mobile phones in Norway. Aakhus Eds. Recent developments in information-communication technology hardware and software, data exchange protocols, compression technologies and the communication infrastructure have allowed for many new communication technologies e. These technologies in combination with older technologies and face-to-face communication play an increasingly important role as media for everyday interpersonal communication and consequently as media for cultural transmission, social relationships and personal identity.

In this light explaining who uses them, for which purposes, and to which extent has become an important research issue.

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Drawn on the uses and gratifications theoretical approach to media choice this paper tries to overcome these limitations and presents a study that compared the mobile phone, short text and multimedia messages, the fixed telephone, face-to-face communication, and the Internet to determine their usage for cooperative, social supportive, instrumental and expressive functions as typical communication activities.

The results of a nationwide representative survey in Slovenia, coordinated by Eurostat, indicated that while new communications technologies, especially the mobile phone, were profoundly integrated into and heavily used for various everyday life communication activities, face-to-face communication remained the dominant mode of communication. Respondents used it the most often for all four typical communication activities.

From gender perspective men used the mobile phone more often for managing work related matters, whereas women used the mobile phone and the fixed telephone more frequently for chatting or talking about personal and intimate matters. On the other hand internet users not only used more frequently all communication channels for all four communication activities, but also revealed some specifics with respect to the use patterns of communication channels.

More precisely, internet users sought to use short text messages and the fixed telephone as functional alternatives, whilst among internet non-users the mobile phone and the fixed telephone were seen as functional alternatives for managing social activities, but not for instrumental ones.

Since users have readily appropriated and co-opted new communication technologies to meet their own imperatives, many social interactions and community ties in public and private social environments are becoming complex dances of face-to-face encounters, scheduled get togethers, extended short text message conversations consisting of multiple partners and multiple turns, dyadic telephone calls, e-mails to one person or several, and broader online discussions among those sharing interests. Within this broad and diversified contemporary array of communication mediums, new communication technologies are gradually and persistently finding their place, albeit they rarely displace the existing ones.

What implications these changes carry for social interactions, identity expression and creativity and cultural transmission is a question of upmost importance. In the context of the accompanying user study, which has been carried out by SOFI, users received a TV-compliant mobile phone for eight weeks wherewith they were able to try out mobile TV in everyday life.

During this period of time the participants were repeatedly questioned about how they make use of mobile TV. In detail it was surveyed how many times, how long and in which situations they watched which channels on mobile phone. Furthermore they were asked for their usage motives, their willingness to pay and their future usage intentions. The standardised survey was carried out at the beginning of the FIFA World Cup , during the duration of it, directly after the end of the World Cup and finally after eight weeks.

Moreover the usage of other media and the expectations of the participants towards mobile TV were asked for at the outset. Additionally group discussions with 70 participants were conducted. Having gathered this extensive material it is possible to qualify concrete patterns of mobile TV usage. The findings show that there are major differences between mobile TV and stationary TV regarding usage patterns as well as usage motives. The way of watching TV on a mobile phone is different, even if the programme is the same. Because of the usage sequences being short and affected by situational conditions, it is characteristical that programmes are not watched completely.

From this it follows that that there are unique requirements on suitable programme formats, which we are going to exemplify shortly. The specific date of the study, namely during the duration of the FIFA World Cup and four weeks after the end of it, allows us to draw interesting conclusions about the impact of big media events on usage patterns regarding mobile TV.

In both phases of the survey home-to-office time in public transport is the predominant situation when mobile TV is used by the participants. As for the programmes up-to-date news and offers for information are most often requested. Die Art und Weise wie am Handy ferngesehen wird ist anders, selbst wenn die Sendungen, die gleichen sind. Daraus ergeben sich spezifische Anforderungen an geeignete Sendungsformate, die wir an Beispielen skizzieren werden. Wie sehen akzeptierte Programme aus? Welche Zielgruppen sind interessiert?

Die Rezepte der Zukunft werden sich nicht allein aus den Erfah-rungen der Vergangenheit ableiten lassen. Hier kann man eher von Handy-Nutzerstudien lernen und davon, wie das Handy in den Alltag eingebaut wird. Aus diesen spezifischen Rezeptionsmustern ergeben sich neue Anforde-rungen an die Gestaltung von Inhalten und Programmen. Allein das Handy als weiterer Verbrei-tungskanal wird mit einiger Wahrscheinlichkeit eine Sackgasse der Ent-wicklung darstellen.

In everyday life Internet and fixed line networks are regarded as the best known network-technologies. However the basal network - the power supply system - hardly attracts attention. Ambitions to use this infrastructure for the transport of data Powerline Communication PLC to realise internet access, to crosslink homes and phone calls via the electricity network, were not drawing further public notice.

Given the current rise in electricity costs and debates on options for the nuclear power phase-out an increasing interest in the processing of network-technologies and new distribution networks eCommerce on the power market may be expected. Against this background - in using an extensive network-concept - a comparison of the perception and utilization of the internet, the conventional telephone network as well as the electricity network is drawn. This comparison aims at the evaluation of innovation and implementation potentials on the power market and the disclosure of anxieties and provisos.

The presentation refers to theories of technology acceptance, diffusion and usage research as well as results of intensive interviews, group discussions and a standardized online-survey about two usability scenarios of future technical developments for the power market. In a two-scenarios-model first the willingness to change as well as the actual change procedures on the conventional telephone and the power market will be compared and analyzed. In a second step the demand side management potential is under examination. It appears that on the one hand customers show active movements between several fixed line network providers - irrespective from age, income or household size.

On the other hand they are almost passive on the power market and show a strong provider attachment. The influencing factors of capital importance are: the intrusiveness of the technology, confirmed habits, perceived costs, control facilities and consumer needs for safety. Because of these results it is recommendable for providers of electricity networks to pay attention to the aforementioned factors and to change their image with the ambition to become a somehow more similar to the fixed line network providers in customer's conception if they want to use regenerative energy sources in a economic sensible way using DSM-solutions and implementing innovations on the power market.

Im Alltagsleben gelten das Internet und Telekommunikationsnetze als die bekanntesten Netzwerktechnologien, das wohl basalste Netz jedoch - das Stromnetz - findet kaum Beachtung. Over the past decade a variety of new media have been disseminated worldwide. Use of Internet and cell phone based technologies and related applications has steadily increased especially among young adults. Surprisingly, most current research indicates that increasing use of new media has not led to important changes in the use of older media. Instead, there have been sizable increases in the overall amount of time spent using all forms of media.

There are also reported trends involving the simultaneous use of old and new media. Even though there have not yet been important changes in the use of old media, change is still expected since it is unlikely that current high levels of overall media use will be sustained. For the past five years, our research team has conducted an on-going survey of students attending the University of Leipzig and Pennsylvania State University. Each year around students at each university are surveyed.

We are currently completing the analysis of data collected in Our survey is designed to assess how students use new and old media, their attitudes toward new and old media, and their self-reported skills at using different forms of new media. This paper will examine trends in new and old media use in both the US and Germany. Important similarities and differences will be highlighted and discussed. We will focus on evidence of declines in old media use that are offset by rises in new media use. In previous analyses, we have found evidence that increased use of the Internet for news in Germany was associated with declines in newspaper reading.

This trend was especially noticable for male students. Wichtige Gemeinsamkeiten und Unterschiede werden hervorgehoben und diskutiert. New applications offer a whole new world of possibilities to use the internet, creating and sharing multimedia output. For example how attractive are on demand and participation options? Which are the substantial benefits of the new media forms? Criteria such as affinity towards Web 2. The study design comprises three stages: In a first phase in-depth interviews with Web 2.

The target group consists of professional publishers of Web 2. The total of 12 focus groups will be split into two categories, i. The third phase aims to verify the hypotheses generated in the preceding stages. It consists of a survey online panel with users and producers of Web 2. The study will be published early December Wie attraktiv sind beispielsweise On-Demand- und.

Within the field of the new media, the Internet is recognised by a growing number of researchers both as source and tool for examining and analysing religions and religious activities in the society. Today there is a wide range of religious rituals crossing the border from the offline to the online realm. On personal homepages as well as on institutional websites e. It becomes evident that by the change of media the rituals, as the religion as a whole, undergo certain processes of change, adaption and innovation.

Corporate Web 2.0 Applications

For instance, ritual prescripts are often presented as old traditional texts, whereas analysis reveals dynamic patchworking processes - both explicit and implicit - of patterns taken from various modern religious traditions and communities. Furthermore, scientific case studies show that there are some religious or ritual elements which are newly created and designed especially for their use in cyberspace. These ongoing social processes especially affect the religious structures of traditional religious community presenting themselves on the Web.

The presentation will focus on the analysis of different ritual prescripts and ritual settings of various Christian individuals and communities in Cyberspace which show the dynamic aspects of online religion in a social context. On these webpages a wide rage of highly complex transfer and design processes take place which affect the planning and accomplishment of religiousness and religious performance on the Internet.

Besides tracing the different patterns and structures of these processes, the focal point will also lie on the new theoretical and methodological challenges the researchers in Religious and Ritual Studies are confronted with. Especially qualitative research methods which are adopted to the new medium Internet will be presented in the paper. Looking at the constantly growing field of religion online, the shifting and new definition of religious frameworks become increasingly an important topic.

Even in the field of Christianity as the example of a ritual created by some British "Emerging Church" groups show. These loosely defined groups that span all denominational borders of the Christian spectrum have been establishing since the late s mainly in the UK in order to organize church services they refer to as "Alternative Worship". The Internet plays an important role as a platform of communication and self- organization of the members and as technically and aestetically challenging means of re presentation.

Some events that have been conducted in real life, like the multimedia labyrinth installation in the St. Interestingly but not unexpectedly, these transfer processes entail consequences for spirituality in real life. What exactly happens at the transfer into the digital realm? How are the interdependencies offline and online and how do they affect worship and worshippers?

These questions will be followed, employing the results and ideas of modern Ritual and Religious Studies, sheding light on a new field of post modern Christianity. Kulturwissenschaftliche Perspektiven auf ein neues Forschungsfeld.

  • Corporate Web 2.0 Applications;
  • Girrlll Guess What?.
  • The Grounds of Christianity Examined by Comparing The New Testament with the Old (TREDITION CLASSICS).
  • Crossroads Poetics.
  • Research Foci - Europa-Universität Flensburg (EUF).

In the context of Internet research, Virtual Worlds offer a new environment to meet, communicate and perform rituals - the so called Online Rituals - in a virtual reality, irrespective of geographical and real-life body conditions. An increasing number of residents use SL not only as a kind of virtual playground but as an enlargement of their real-life possibilities that has to be taken seriously: The users are both socially and religiously very active and consequently transfer real-life social processes, activities and therefore also rituals into virtual space.

With the shift of technical boundaries, former seeminlgy fixed religious and ritual frameworks will be modified and transformed. Therefore I will present different wedding rituals designed and performed in SL and - applying the method of "Virtual Ethnography" Hine - show the possibility to identify processes of ritual transfer and of ritual patchworking. Examples are the reception and combination of elements from different religious traditions "online" and "offline", which result in the modification and transformation of the elements used, for instance concerning the dimensions of their content and function.

One can also uncover changes of the economical context aspects. Analysis shows that interactivity, commercalization and market-orientation influence the ritual designer - ritual professional or layman alike - concerning the selection of various ritual elements in order to attract as many users as possible.

On the other hand questions of how the virtuality influences the perfomance or what kind of agency we could define in an online-ritual also arise and will be discussed in my paper. Online communities and social software applications are lively discussed these days after having drawn the attention of researches and business professionals at the beginning of this century already. So far most of the research dealing with online user behavior focused on interactions between the individual user and the webpage.

Hence hit rates and click path analysis were at the centre of attention. Social network analysis SNA provides a mean to map these relationships and to examine them scientifically. The use of SNA to analyse virtual communities has hitherto been focused mainly on the Usenet and e-mail applications. Commercial online communities that strive for profits have rarely been the object for social network analysis. Further there are relatively few studies applying SNA that deal with complete large networks.

The reasons for this might be that obtaining data from commercial online communities can be difficult and that the analysis of large data sets demands a lot of computing power as well as suitable software applications.

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This presentation shows how SNA can be deployed to research user behavior in commercial virtual communities. Based on an empirical study that uses real-world data tracked in from a large commercial online community, the presentation shows how user behavior in virtual social networks can be examined using explorative analysis as well as statistical tests. The results show that some community tools might not be used as intended by the community organizer. Based on these findings implications for the management of commercial virtual communities can be formulated.

The presentation addresses business professionals who are interested in using SNA to analyze virtual communities as well as researchers and academics who deal with user behavior in online communities and social networks. Based on both content analysis and survey data, we propose a re-examination of this approach. Many researchers have acknowledged the relevancy of this approach studying new media e. Traditional studies using this framework emphasize four generic clusters of needs the media can fulfill Rubin, : 1 Cognitive 2 Affective 3 Integrative 4 Escapist.

Recent studies tend to follow these categories as well Ruggiero, Nevertheless, only few used it in relation to virtual communities e. Sangwan, The study focuses on the analysis of electronic mailing lists operating in two localities. Both lists were established about as a 'grass roots' initiative by residents, aiming at the development of local community: sharing information, providing information for prospective residents, and supporting local businesses and community services.

Previous investigation of the discussed lists indicates that one of the most important uses of these lists was information seeking within the community. As empirical evidence indicates that Community Networks have potential outcomes in both the community and the personal level, we offer a revised typology of needs in regards to these tools, distinguishing between 'Personal' and 'Communal' needs. For this classification, we combine two research methods: a content analysis of messages posted on both mailing lists and a survey of lists' members. Preliminary findings support the proposed categorization.

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The concept of self-marketing has often been used to describe how people market their professional skills to employers. The different bits of information can easily be brought together. Among those are general social software applications like MySpace or Friendster and theme based websites like OpenBC business or tilllate nightlife.

BVDW dmexco Seminar 2015: Digitale Werbung in Deutschland – ein Überblick des OVK

This presentation shows very up-to-date results from a large online-survey among Swiss students from different universities and academic fields that will be carried out in fall A students population has been chosen as target group because most of these subjects will face a job search situation in the near future. Therefore the topic of virtual presence and self-marketing ought to be of importance to this group.

The study aims at giving an overview over current social software usage patterns and the underlying motives. What social software applications are currently used and what goals are the participants hoping to reach by using them? The presentation delivers insights for researchers and academics interested in online behavior and self-portrayal as well as for business professionals dealing with social software and virtual presence management. Specific forms of online gaming allow for new virtual communities to establish.

Elements of media usage, game play and telecommunication mingle in the field of community based online games. In the literature on digital gaming and usage motivations cross-sectional research designs seem to be predominant. Theoretical approaches however indicate a complex relationship between game experiences and game play Sherry Some initial studies on MMORPG usage adopting a longitudinal research design have been based upon approaches in cultivation theory Williams but have not asked the question how gaming experiences develop over time.

Based on our previous research on MMORPG usage scrutinizing the effects gaming motivations had on flow-like game experiences we replicated our study but also included a long-term perspective. Therefore the users of a browser-based game with a play time of several month answered an online survey on their gameplay experiences and motivation to play the game within the first two weeks since the launch of the game and had to answer the same items concerning motivations and game play experiences at the end of the gaming session.

We assume that as players obtain gratifications from the game that may or may not be according to their initial motivation, these obtained gratifications will impinge on the gratifications sought in a later phase of the game. In contrast to other forms of gaming we expect that communicative motivations and game experiences will particularly increase over time. The first wave of the survey is already completed, the second wave is about to launch within the next weeks. What do scientists in particular gain through the use of the Internet in their academic activity?

Does the use of the Internet have objectively identifiable effects on scientific work? The subjects considered this medium useful for their individual work regardless of their position in the academic hierarchy, indicating high subjective satisfaction. It was also said to facilitate work processes especially in the areas of generating knowledge and scientific communication.

Furthermore, the following objective positive effects on scientific work were identified:. Thesis of profession positive correlation between Internet usage and scientific work: the Internet functions as a means of professional work ,. Thesis of neutrality no systematic relationships: the Internet usage for scientific work is overestimated ,.

Research activties by Dr. Jan-Hinrik Schmidt

Pandey, S. Bielefeld: transcript. In: Linnhoff-Popien, C. ISSN Bonfadelli ; Dahlberg

Thesis of deficit negative correlation between Internet usage and scientific work: the Internet detracts from important scientific activities. Most results of this study support the Thesis of profession. A positive correlation between the number of publications and intensive Internet usage as well as high general computer and internet competence was found. In this regard, the meaningful factors were the intensity to which the most common services www, e-mail, passive use of internet forums were used as well as the expertise the users showed in handling them.

However, multi-faceted Internet usage i.

Nonetheless, several problem areas were also identified which hinder the optimal realization of the potential uses provided by the Internet. A detailed list of suggested measures was developed to give impetus to the further development of the scientific profession through use of the ever-increasing possibilities offered by the Internet. Welche objektiven Auswirkungen hat die Internetnutzung auf die wissenschaftliche Arbeit? Eine facettenreichere Internetnutzung z.