By Daniel Stenger

​Markenmanager versuchen sich zunehmend die soziale Vernetzung der Konsumenten im web zu Nutze zu machen und greifen so verstärkt auf Formen Viraler Markenkommunikation zurück. Hierbei verbreiten Internetnutzer Markenbotschaften nach dem Prinzip der Mundpropaganda freiwillig untereinander. Bisher ist jedoch wenig über die Wirkungsdeterminanten auf Einstellung und Verhalten der Konsumenten bekannt. Daniel Stenger untersucht die zentralen Wirkungsdeterminanten viraler video clips auf die Einstellung und das Verhalten von Konsumenten. Basierend auf einer experimentellen  Studienreihe wird die Wirkung von Absender- und Empfängereigenschaften sowie der inhaltlichen Gestaltung auf Marke und Verhalten empirisch untersucht. Zudem gibt der Autor Empfehlungen zur erfolgreichen Gestaltung viraler Markenbotschaften.

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Virale Markenkommunikation: Einstellungs- und Verhaltenswirkungen viraler Videos (Marken- und Produktmanagement) (German Edition) by Daniel Stenger


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