"This book explores the way the new channels and platforms emerging from the Internet use and how they affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing"--

Part I. State Of The Field -- Approaching Media Influence And Its Mechanisms -- Connections And Relationships In Europe And Worldwide And Their Impact -- Part Ii. Research On Online Media And The Impact On Consumers, Businesses And Society -- Methodology And Research Design -- Case Studies On...

Quality of Products and Services -- The Influence of Social Media on the Consumers‘ Expectations -- Importance of Information in Social Media -- Influence of Emotional Attachment on the Relationship With the Brand -- Post-truth and Fake News and How They Relate to Human Emotions -- Consumer...

Für Unternehmen wird es immer wichtiger, ihre Leistungen und ihren Auftritt noch konsequenter auf ihre Zielgruppen auszurichten. Ein wichtiges strategisches Hilfsmittel dafür sind sogenannte "Personas", detaillierte und greifbare Idealbilder von Zielgruppen. Dieses Buch hilft Ihnen und Ihren...