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Social Media und Marktforschung

In: Handbuch Social-Media-Marketing

Author

Listed:
  • Andreas Guber

    (GIM Gesellschaft für innovative Marktforschung)

Abstract

Zusammenfassung Die weltweit steigende Verbreitung und Nutzung von Sozialen Medien haben diese zu fast unerschöpflichen Informationsquellen werden lassen. Bereits kurz nach dem Start der ersten Plattformen hat sich die Marktforschung Social Media in zweifacher Hinsicht zu Nutze gemacht: Vorhandene Inhalte wurden einerseits zum Gegenstand und andererseits zum Instrument der Forschung. Einen Einblick in Theorie und Praxis von Social Media als Gegenstand und Instrument der Marktforschung soll der nachfolgende Beitrag geben.

Suggested Citation

  • Andreas Guber, 2024. "Social Media und Marktforschung," Springer Books, in: Christopher Zerres (ed.), Handbuch Social-Media-Marketing, pages 357-373, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45784-6_15
    DOI: 10.1007/978-3-658-45784-6_15
    as

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