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Wandel in der Kommunikationswirkung

In: Wirkungsmechanismen im Reputationsmanagement

Author

Listed:
  • Ulrich Bihler

    (Universität Hohenheim)

Abstract

Zusammenfassung Was Kommunikationserfolg ist, entscheidet sich entlang verschiedener Wirkungsstufen. Gemessen wird er bisher eher an früherer Stelle im Kommunikationsprozess. Die Digitalisierung hat mittlerweile unser Leben so durchdrungen, dass der Erfolg von Unternehmenskommunikation aber an anderer Stelle gemessen werden muss. Clippings, mediale Tonalität oder Reichweiten reichen bei weitem nicht mehr aus. Viel wichtiger ist das Verständnis, den Erfolg der Unternehmenskommunikation davon abhängig zu machen, wie sehr er auf entscheidungs- und handlungsleitende Konstrukte in den Köpfen der Menschen eingewirkt hat – zum Beispiel und insbesondere auf die Reputation.

Suggested Citation

  • Ulrich Bihler, 2023. "Wandel in der Kommunikationswirkung," Springer Books, in: Ulrich Bihler (ed.), Wirkungsmechanismen im Reputationsmanagement, chapter 1, pages 1-12, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41204-3_1
    DOI: 10.1007/978-3-658-41204-3_1
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