Diese Masterarbeit untersucht die Wahrnehmung von Glaubwürdigkeit und Vertrauenswürdigkeit in traditionellen Medien im Vergleich zu sozialen Medien und deren Einfluss auf die Markenbindung. Vor dem Hintergrund der steigenden Bedeutung von authentischer und zielgruppenspezifischer Markenkommunikation nutzt diese Untersuchung ausgewählte Beispiele von TV-Werbespots und Social-Werbung. Das Ziel ist, ein vertiefendes Verständnis für die emotionalen und kognitiven Reaktionen der Verbraucherinnen und Verbraucher zu entwickeln. Dafür wurde eine qualitativen Inhaltsanalyse nach Mayring auf Basis eines fokussierten Interviewleitfadens durchgeführt.
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Upload your own papers! Earn money and win an iPhone X.