Um die Bekanntheit eines Produkts zu erweitern, nutzen Unternehmen die vielfältigen Kommunikationsbeziehungen von Privaten im Internet aus. Denn (Weiter-)Empfehlungen unter Freunden oder Bekannten erreichen aufgrund ihrer Authentizität, Verlässlichkeit und Vertrauenswürdigkeit zumeist eine...

As a dynamic way to raise funds for professional and private projects in recent years, crowdfunding has made tremendous progress, especially through online platforms. However, research on this subject is still young, leaving room for different perspectives. We therefore approach the marketing...

Our data from 1600 German Internet users reveals three major social media-induced trends in German society. First, for social media, “infancy” is over! In 2012, social media became mainstream and are now heavily used by all strata of the German population. No matter what age, educational...