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#NurmitDir oder #Gemeinsam1902

In: Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation

Author

Listed:
  • Dennis Michael Römer
  • Matthias Johannes Bauer

    (IST-Hochschule für Management GmbH)

Abstract

Zusammenfassung In diesem Beitrag werden die beiden Saisonmottohashtags des MSV Duisburg aus den Spielzeiten 2018/2019 und 2019/2020 analysiert und Handlungsempfehlungen geliefert, welche Hashtagvariante der Verein als Multiplikator in der saisonübergreifenden On- und Offline-Kommunikation verwenden sollte. Im Zentrum der Analyse standen der allgemeingültig formulierte Hashtag #NurmitDir und der vereinsspezifisch gewählte Hashtag #Gemeinsam1902. Die zugrunde liegende Untersuchungsstichprobe besaß eine Gesamtkapazität von insgesamt 400 Social-Media-Beiträgen. Hierbei standen die drei von Ralf T. Kreutzer übernommenen Erfolgsfaktoren für ein zielführendes Hashtag-Marketing aus Reichweitenstärke, Spezifikation und Kontinuität im Fokus.

Suggested Citation

  • Dennis Michael Römer & Matthias Johannes Bauer, 2021. "#NurmitDir oder #Gemeinsam1902," Springer Books, in: Matthias Johannes Bauer & Miriam Goetz (ed.), Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation, pages 193-215, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32085-0_10
    DOI: 10.1007/978-3-658-32085-0_10
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