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Course of studies
- IBW - Internationale Betriebswirtschaft (676)
- IBM - International Business Management (325)
- BMP - Business Management and Psychology (74)
- MBA - International Business Management (53)
- IMM - International Management (49)
- EMBA - Executive Master of International Business Management (14)
- IEB - International Engineering (12)
- INM - Informatik (6)
- MOS - Mobile Systeme (6)
- AIN - Allgemeine Informatik (1)
Bericht über die Diskussion
(2015)
Bericht über die Dikussion
(2016)
Bericht über die Diskussion
(2018)
PublG : Publizitätsgesetz
(2024)
Kulturelle Zugehörigkeit betrifft jeden Menschen tagtäglich, denn man ist umgeben von formellen und informellen Gruppen, von denen man selbst ein Teil ist. Zugehörigkeit ist eine der Funktionen, die Kultur innehat. Heutzutage wird Zugehörigkeit auch in Social Media Werbung angesprochen. Diese Art von Werbung über soziale Netzwerke gewinnt zunehmend an Bedeutung, durch die steigende Nutzung und Gewohnheiten der Menschen. In dieser Arbeit wird der Bedeutung von Zugehörigkeit in Social Media Werbung nachgegangen. Hierfür wurden Interviews mit Fußballfans durchgeführt und diese Daten anschließend ausgewertet und interpretiert. Fußball ist über die Jahre hinweg selbst zu einer Art von Kultur geworden und ein sehr emotionsverbundener Sport. Daher wurde diese Forschung am Beispiel des Fußballs durchgeführt. Darauf basieren die Erkenntnisse zu den Faktoren der Bedeutung von Zugehörigkeit, welche eine nicht unbedeutende Rolle in Social Media Werbung spielt.