Skip to main content
SpringerLink
Log in

Kommunikationsmanagement und Social Media: Motive und Nutzungsformen von Unternehmensprofilseiten auf Facebook, Twitter und YouTube

  • Chapter
  • First Online:
Strategische Onlinekommunikation

Zusammenfassung

Unternehmen kommunizieren mit ihren Anspruchsgruppen zunehmend über soziale Medienkanäle. Dabei kann PR im Web 2.0 nur erfolgreich umgesetzt werden, wenn die Nutzungsgründe der Profilseiten seitens der Anspruchsgruppen bekannt sind. Unsere qualitative Studie untersucht die Motive, die Politiker sowie Digital Natives in der Schweiz dazu bewegen, auf Facebook, Twitter und YouTube mit Unternehmen zu interagieren. Wir verorten die Untersuchung im neu aufkommenden Feld der internationalen Social Web PR Forschung und zeigen die Implikationen auf, die sich sowohl für die Praxis des Kommunikationsmanagements in Unternehmen, als auch für die zukünftige Theoriebildung ergeben.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 59.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Literatur

  • Al-Kandari, A., & Gaither, T. K. (2011). Arabs, the west and public relations: A critical/cultural study of Arab cultural values. Public Relations Review, 37, 266–273.

    Article  Google Scholar 

  • Al Omoush, K. S., Yaseen, S. G., & Alma’aitah, M. A. (2012). The impact of Arab cultural values on online social networking: The case of Facebook. Computers in Human Behavior, 28(6), 2387–2399.

    Article  Google Scholar 

  • Bandura, A. (1986). Social foundations of thought and action. A social-cognitive theory. Englewood Cliffs: Prentice Hall.

    Google Scholar 

  • Banks, S. P. (2000). Multicultural public relations. A social-interpretative approach (2. Aufl.). Ames: Iowa State Press.

    Google Scholar 

  • Bardan, N. (2003). Rupturing public relations metanarratives: The example of India. Journal of Public Relations Research, 15, 199–223.

    Article  Google Scholar 

  • Bardhan, N., & Weaver, C. K. (Hrsg.). (2011). Public relations in global cultural contexts. A multi-paradigmatic perspective. New York: Routledge.

    Google Scholar 

  • Bicen, H., & Cavus, N. (2011). Social network sites usage habits of undergraduate students: Case study of Facebook. Procedia – Social and Behavioral Sciences, 28, 943–947.

    Article  Google Scholar 

  • Blumler, J. E., & Katz, E. (1974). The uses of mass communications. Current perspectives on gratifications research. Beverly Hills: Sage.

    Google Scholar 

  • Boler, M. (Hrsg.). (2008). Digital media and democracy: Tactics in hard times. Cambridge: MIT Press.

    Google Scholar 

  • Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13, 210–230.

    Article  Google Scholar 

  • Briones, R. L., Kuch, B., Fisher Liu, B., & Jin, Y. (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 37, 37–43.

    Article  Google Scholar 

  • Capriotti, P., & Kuklinski, H. P. (2012). Assessing dialogic communication through the internet in Spanish museums. Public Relations Review, 38, 619–626.

    Article  Google Scholar 

  • Cheung, C., Chiu, P.-Y., & Lee, M. K. O. (2011). Online social networks: Why do students use Facebook? Computers in Human Behavior, 27(4), 1337–1343.

    Article  Google Scholar 

  • Cooper-Chen, A., & Tanaka, M. (2008). Public relations in Japan: The cultural roots of Kouhou. Journal of Public Relations Research, 20(1), 94–114.

    Article  Google Scholar 

  • Curtin, P. A., & Gaither, T. K. (2007). International public relations. Negotiating culture, identity, and power. Thousand Oaks: Sage.

    Google Scholar 

  • Dei Worldwide. (2008). Engaging consumers online: The impact of social media on purchasing behavior. http://themarketingguy.files.wordpress.com/2008/12/dei-study-engaging-consumers-online-summary.pdf. Zugegriffen: 12. Okt. 2013.

  • Denyer, D., Parry, E., & Flowers, P. (2011). „Social“, „open“ and „participative“? Exploring personal experiences and organisational effects of enterprise 2.0 use. Long Range Planning, 44, 375–396.

    Article  Google Scholar 

  • Diga, M., & Kelleher, T. (2009). Social media use, perceptions of decision-making power, and public relations roles. Public Relations Review, 35, 440–442.

    Article  Google Scholar 

  • Din, N., & Haron, S. (2012). Knowledge sharing as a culture among Malaysian online social networking users. Precedia – Social and Behavioral Sciences, 50, 1043–1050.

    Article  Google Scholar 

  • Discovery News. (2012). Top 10 social networking sites. http://news.discovery.com/tech/apps/top-ten-social-networking-sites.htm. Zugegriffen: 23. Okt. 2013.

  • DiStaso, M. W., McCorkindale, T., & Wright, D. K. (2011). How public relations executives perceive and measure the impact of social media in their organizations. Public Relations Review, 37, 325–328.

    Article  Google Scholar 

  • Dunne, Á., Lawlor, M.-A., & Rowley, J. (2010). Young people’s use of online social networking sites – A uses and gratifications perspective. Journal of Research in Interactive Marketing, 4(1), 46–58.

    Article  Google Scholar 

  • van Eimeren, B., & Frees, B. (2013). Rasanter Anstieg des Internetkonsums – Onliner fast drei Stunden täglich im Netz. Media Perspektiven, 43(7/8), 358–372.

    Google Scholar 

  • Eyrich, N., Padman, M. L., & Sweetser, K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review, 34, 412–414.

    Article  Google Scholar 

  • Ferguson, D. P., & Perse, E. M. (2000). The world wide web as a functional alternative to television. Journal of Broadcasting & Electronic Media, 44, 155–174.

    Article  Google Scholar 

  • Gilpin, D. R., & Murphy, P. J. (2010). Implications of complexity theory for public relations. In R. L. Heath (Hrsg.), The SAGE handbook of public relations (S. 71–83). Thousand Oaks: Sage.

    Google Scholar 

  • Greenberg, B. S. (1974). Gratifications of television viewing and their correlates for British children. In J. E. Blumler & E. Katz (Hrsg.), The uses of mass communication. Current perspectives on gratifications research (S. 71–92). Beverly Hills: Sage.

    Google Scholar 

  • Hofstede, G., & Hofstede, G. J. (2009). Lokales Denken, globales Handeln: Interkulturelle Zusammenarbeit und globales Management. München: dtv.

    Google Scholar 

  • House, R. J., Hanges, P. J., Javidan, M., Dorfman, P. W., & Gupta, V. (2004). Culture, leadership, and organizations: The GLOBE study of 62 societies. Thousand Oaks: Sage.

    Google Scholar 

  • Huck, S. (2004). Public Relations ohne Grenzen? Eine explorative Analyse der Beziehung zwischen Kultur und Öffentlichkeitsarbeit von Unternehmen. Wiesbaden: VS Verlag für Sozialwissenschaften.

    Google Scholar 

  • Ingenhoff, D., & Rühl, C. (2013). Internationale Public Relations: Eine Synopse deutschsprachiger und anglo-amerikanischer Forschungszugänge in Theorie und Empirie. In O. Hoffjann & S. Huck-Sandhu (Hrsg.), UnVergessene Diskurse: 20 Jahre PR- und Organisationsforschung (S. 381–414). Wiesbaden: Springer.

    Chapter  Google Scholar 

  • Jers, C. (2012). Konsumieren, partizipieren und produzieren im Web 2.0. Ein sozial-kognitives Modell zur Erklärung der Nutzeraktivität. Köln: Herbert von Halem Verlag.

    Google Scholar 

  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59–68.

    Article  Google Scholar 

  • Kaye, B. K. (1998). Uses and gratifications of the world wide web: From couch potato to web potato. New Jersey Journal of Communication, 6, 21–40.

    Article  Google Scholar 

  • Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective. Journal of Interactive Advertising, 10, 16–27.

    Article  Google Scholar 

  • Kim, S.-Y., Park, J.-H., & Wertz, E. K. (2010). Expectation gaps between stakeholders and web-based corporate public relations efforts: Focusing on Fortune 500 corporate web sites. Public Relations Review, 36, 215–221.

    Article  Google Scholar 

  • Kim, Y., Sohn, D., & Choi, S. M. (2011). Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students. Computers in Human Behavior, 27(1), 365–372.

    Article  Google Scholar 

  • Klare, J. (2010). Kommunikationsmanagement deutscher Unternehmen in China. Wiesbaden: VS Verlag für Sozialwissenschaften.

    Book  Google Scholar 

  • LaRose, R., & Eastin, M. S. (2004). A social cognitive theory of internet uses and gratifications: Toward a new model of media attendance. Journal of Broadcasting & Electronic Media, 48(3), 358–377.

    Article  Google Scholar 

  • LaRose, R., Mastro, D., & Eastin, M. S. (2001). Understanding internet usage: A social-cognitive approach to uses and gratifications. Social Science Computer Review, 19(4), 395–413.

    Article  Google Scholar 

  • Lee, C. S., & Ma, L. (2012). News sharing in social media: The effect of gratifications and prior experience. Computers in Human Behavior, 28, 331–339.

    Article  Google Scholar 

  • Levy, M. R., & Windahl, S. (1984). Audience activity and gratifications. A conceptual clarification and exploration. Communication Research, 11, 51–78.

    Article  Google Scholar 

  • Macnamara, J., & Zerfass, A. (2012). Social media communication in organizations: The challenges of balancing openness, strategy, and management. International Journal of Strategic Communication, 6, 287–308.

    Article  Google Scholar 

  • Margayan, A., Littlejohn, A., & Vojt, G. (2011). Are digital natives a myth or reality? University students’ use of digital technologies. Computer & Education, 56, 429–440.

    Google Scholar 

  • McAndrew, F. T., & Jeong, H. S. (2012). Who does what on Facebook? Age, sex, and relationship status as predictors of Facebook use. Computers in Human Behavior, 28(6), 2359–2365.

    Article  Google Scholar 

  • Men, L. R., & Tsai, W.-H. S. (2012). How companies cultivate relationships with publics on social network sites: Evidence from China and the United States. Public Relations Review, 38(5), 723–730.

    Article  Google Scholar 

  • Men, L. R., & Tsai, W.-H. S. (2013). Beyond liking or following: Understanding public engagement on social networking sites in China. Public Relations Review, 39(1), 13–22.

    Article  Google Scholar 

  • Nadkarni, A., & Hofmann, S. G. (2012). Why do people use Facebook? Personality and Individual Differences, 52, 243–249.

    Article  Google Scholar 

  • Nah, S., & Saxton, G. D. (2012). Modeling the adoption and use of social media by nonprofit organizations. New Media & Society, 15(2), 294–313.

    Article  Google Scholar 

  • Palmgreen, P., & Rayburn II, J. D. (1982). Gratifications sought and media exposure: An expectancy value model. Communication Research, 9(4), 561–580.

    Article  Google Scholar 

  • Papacharissi, Z., & Rubin, A. M. (2000). Predictors of internet usage. Journal of Broadcasting & Electronic Media, 44, 175–196.

    Article  Google Scholar 

  • Parker, B. J., & Plank, R. E. (2000). A uses and gratifications perspective on the internet as a new information source. American Business Review, 18, 43–49.

    Google Scholar 

  • Pookulangara, S., & Koesler, K. (2011). Cultural influence on consumers’ usage of social networks and its’ impact on online purchase intentions. Journal of Retailing and Consumer Services, 18, 348–354.

    Article  Google Scholar 

  • Quan-Haase, A., & Young, A. L. (2010). Uses and gratifications of social media: A comparison of Facebook and instant messaging. Bulletin of Science, Technology & Society, 30(5), 350–361.

    Article  Google Scholar 

  • Rosengren, K. E. (1974). Uses and gratifications: A paradigm outlined. In J. E. Blumler & E. Katz (Hrsg.), The uses of mass communications. Current perspectives on gratifications research (S. 269–286). Beverly Hills: Sage.

    Google Scholar 

  • Rybalko, S., & Seltzer, T. (2010). Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter. Public Relations Review, 36, 336–341.

    Article  Google Scholar 

  • Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratification perspective. Internet Research, 19(1), 7–25.

    Article  Google Scholar 

  • Shin, D.-H., & Shin, Y.-J. (2011). Why do people play social network games? Computers in Human Behavior, 27, 852–861.

    Article  Google Scholar 

  • Smock, A. D., Ellison, N. B., Cliff Lampe, C., & Wohn, D. Y. (2011). Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in Human Behavior, 27, 2322–2329.

    Article  Google Scholar 

  • Sriramesh, K., Grunig, J. E., & Dozier, D. M. (1996). Observation and measurement of two dimensions of organizational culture and their relationship to public relations. Journal of Public Relations Research, 8(4), 229–261.

    Article  Google Scholar 

  • Subrahmanyama, K., Reich, S. M., Waechter, N., & Espinoza, G. (2008). Online and offline social networks: Use of social networking sites by emerging adults. Journal of Applied Developmental Psychology, 29, 420–433.

    Article  Google Scholar 

  • Sweetser, K. D., & Kelleher, T. (2011). A survey of social media use, motivation and leadership among public relations practitioners. Public Relations Review, 37, 425–428.

    Article  Google Scholar 

  • Tosun, L. P. (2012). Motives for Facebook use and expressing „true self“ on the internet. Computers in Human Behavior, 28, 1510–1517.

    Article  Google Scholar 

  • Verčič, D., Grunig, L. A., & Grunig, J. E. (1996). Global and specific principles of public relations: Evidence from Slovenia. In H. M. Culbertson & N. Chen (Hrsg.), International public relations. A comparative analysis (S. 31–65). Mahwah: Lawrence Erlbaum.

    Google Scholar 

  • Verhoeven, P., Tench, R., Zerfass, A., Moreno, A., & Verčič, D. (2012). How European PR practitioners handle digital and social media. Public Relations Review, 38, 162–164.

    Article  Google Scholar 

  • Vorvoreanu, M. (2009). Perceptions of corporations on Facebook: An analysis of Facebook social norms. Journal of New Communication Research, 4(1), 67–86.

    Google Scholar 

  • Wakefield, R. I. (1997). International public relations: A theoretical approach to excellence based on a worldwide Delphi study. Unpublished doctoral dissertation: University of Maryland, College Park.

    Google Scholar 

  • Wakefield, R. I. (2008). Theory of international public relations, the internet, and activism: A personal reflection. Journal of Public Relations Research, 20, 138–157.

    Article  Google Scholar 

  • Wang, Z., Tchernev, J. M., & Solloway, T. (2012). A dynamic longitudinal examination of social media use, needs, and gratifications among college students. Computers in Human Behavior, 28, 1829–1839.

    Article  Google Scholar 

  • Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35, 102–106.

    Article  Google Scholar 

  • Wilcox, D. L., Ault, P. H., & Agee, W. K. (1989). Public relations. Strategies and tactics. New York: Harper & Row.

    Google Scholar 

  • Wright, D. K., & Hinson, M. D. (2013). An updated examination of social and emerging media use in public relations practice: A longitudinal analysis between 2006 and 2013. Public Relations Journal, 7(3), 1–39.

    Google Scholar 

  • Zerfass, A., & Pleil, T. (2012). Strategische Kommunikation in Internet und Social Web. In A. Zerfass & T. Pleil (Hrsg.), Handbuch Online-PR. Strategische Kommunikation in Internet und Social Web (S. 39–82). Konstanz: UVK.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Fribourg, Schweiz

    Christopher Rühl & Diana Ingenhoff

Authors
  1. Christopher Rühl
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Diana Ingenhoff
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Christopher Rühl .

Editor information

Editors and Affiliations

  1. Ostfalia Hochschule, Salzgitter, Germany

    Olaf Hoffjann

  2. Hochschule Darmstadt, Germany

    Thomas Pleil

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Rühl, C., Ingenhoff, D. (2015). Kommunikationsmanagement und Social Media: Motive und Nutzungsformen von Unternehmensprofilseiten auf Facebook, Twitter und YouTube. In: Hoffjann, O., Pleil, T. (eds) Strategische Onlinekommunikation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-03396-5_12

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-03396-5_12

  • Published:

  • Publisher Name: Springer VS, Wiesbaden

  • Print ISBN: 978-3-658-03395-8

  • Online ISBN: 978-3-658-03396-5

  • eBook Packages: Humanities, Social Science (German Language)

Publish with us

Policies and ethics

Search

Navigation