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Kampagnen-Hashtags: Entscheidungen, Umsetzungsoptionen und Wirkungsmechanismen

In: Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation

Author

Listed:
  • Caroline Huppert

    (Hochschule RheinMain)

  • Alexander Moutchnik

    (Hochschule RheinMain)

Abstract

Zusammenfassung Dem Beitrag zugrunde gelegt wird eine stichprobenartige Analyse, die der Identifikation der meist beachteten Kampagnen-Hashtags der Jahre 2013 bis 2018 dient. Daraus resultieren fünf Fallbeispiele (#weilwirdichlieben, #UmparkenImKopf, #supergeil, #heimkommen, #zeitschenken), die detailliert beschrieben und hinsichtlich ihrer Nutzung in Social Media untersucht werden. Der Beitrag zielt darauf ab, isolierte Äußerungen zur Wirkung von Kampagnen-Hashtags aus Fachliteratur, Fachzeitschriften und Online-Artikeln zusammenzutragen und in einen ganzheitlichen Prozess von Entwicklung, Einsatz und Einflussanalyse von Kampagnen-Hashtags darzustellen.

Suggested Citation

  • Caroline Huppert & Alexander Moutchnik, 2021. "Kampagnen-Hashtags: Entscheidungen, Umsetzungsoptionen und Wirkungsmechanismen," Springer Books, in: Matthias Johannes Bauer & Miriam Goetz (ed.), Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation, pages 151-173, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32085-0_8
    DOI: 10.1007/978-3-658-32085-0_8
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