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BSI,[object Object],Volkswagen Brand Community in China,[object Object],Hamburg, 08. March 2009,[object Object],Hamburg, 08. March 2009,[object Object]
BSI,[object Object],Offline Bindungen unterstützen Stickness von Social Network Communities – Überproportionales Weiterempfehlungsverhalten von Usern identifiziert,[object Object],Recently,[object Object],Empfehlungsverhalten,[object Object],Community-Bindung,[object Object],,weilmeineFreunde und Bekanntenmicheingeladenhaben,[object Object],, weilichallenotwendigenInformationenhierfinde,[object Object],,weilichmeineKontaktehierpflegenkann,[object Object],,weilichhierneueBekannteübermeineFreundefinde,[object Object],,weilich so immer auf demaktuellen Stand bleibe,[object Object],,weilichhierInformationenerhalte, die ichnurhierbekomme,[object Object],,weilichalleInformationen schnell und auf einemBlickbekomme,[object Object],,weilichmir so angenehm die Zeitvertreibenkann,[object Object],,weilichhiervielSachenumsonstbekomme,[object Object],, weilichsehrvielübermichselbsterfahre,[object Object],2%,[object Object],5%,[object Object],n = 5299,[object Object],n = 5321,[object Object],Männlich (Base: n = 3109) ,[object Object],Weiblich (Base: n = 2190),[object Object],F.7: Ich bin in dieser Community, … ,[object Object],F.8: WiewürdenSieIhrWeiterempfehlungsverhaltenbeschreiben?,[object Object],Quelle: Brand Science Institute						,[object Object]
BSI,[object Object],Ältere Konsumentengruppen nutzen zunehmend Social Networks im Internet – Online/Offline Mischverhältnis wird zunehmend ausgebaut,[object Object],Recently,[object Object],Ø = 28,1,[object Object],Ø = 31,2,[object Object],Ø = 37,5,[object Object],Online,[object Object],Online/Offline,[object Object],Offline,[object Object],n = 5223,[object Object],n = 5223,[object Object],n = 5223,[object Object],Source: Brand Science Institute						                    n=5223,[object Object]

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Volkswagen Brand Community in China

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