FOR 1452: Marketing of Hedonic Media Products in the Age of Digital Social Media

提出的研究单位的中心目标是在数字社会媒体（DSM）的背景下的产品营销的调查。DSM是基于互联网的应用程序，其中的内容由用户共同和不断地修改。因此，DSM不仅包括Twitter、Facebook、Youtube和Snapchat等社交网络，还包括数字平台上其他社交互动的可能性，如产品评论或“关注”某个网络内的某些用户。DSM与大量的数据相结合，带来了关于社会互动的新的和创新的数据。如今，数字化影响了生活的大部分领域，并留下了相应的数据痕迹，这些数据痕迹在“数据化”的标题下进行了讨论。这一发展对产品的营销有重要的影响。在此背景下，该研究单位在第一资助阶段审查三个相互关联的专题领域的关键问题。主题区域A分析了DSM中的网络结构。重点是对这些结构进行明确的建模，并理解相互作用是如何产生的。主题区域B检查消费者对DSM中通信活动的反应。也就是说，它分析了个人是如何受到DSM网络中整体活动的影响的。主题领域C在DSM的背景下讨论市场对营销活动的反应。所有项目的共同特点是分析DSM在享乐媒体产品（HMP）背景下对公司的影响。在元层面上，中心项目解决了DSM中营销过程的社会影响，特别是它调查了DSM的信息和沟通对社会的影响。在第二个资助期内，研究单位在第一个资助期内对HMP的关注将扩展到其他行业，因为从长远来看，预计其他行业也会出现与HMP营销相关的现象。在第二个资助期，总体目标仍然是对第一个资助期的三个主题领域进行深刻的科学理解（与第一个资助期相比，主题领域a不会只关注网络结构，也更注重应用）。研究单位努力的结果应该为公司提供关于如何在DSM背景下成功管理产品的重要知识，并使他们能够提高国际竞争力。中心项目继续关注关于DSM对社会的营销过程影响的问题。

The central goal of the proposed research unit is the investigation of the marketing of products in the context of digital social media (DSM). DSM are internet-based applications in which content is jointly and continually modified by users. DSM thus not only encompass social networks such as Twitter, Facebook, Youtube, and Snapchat, but also other possibilities of social interaction on digital platforms, such as product reviews or “following” certain users within a network. DSM lead to new and innovative data about social interactions in conjunction with large amounts of data. Nowadays, the digitalization affects most areas of life and thus leaves corresponding data traces, which are discussed under the heading of “datafication”. This development has important consequences for the marketing of products. Against this background, the research unit examines key questions in three interconnected topic areas during the first funding phase. Topic area A analyzes the network structures in DSM. The focus is on explicitly modelling these structures and understanding how interactions emerge. Topic area B examines consumer reactions to communication activities in DSM. That is, it analyzes how individuals are influenced by the overall activity within DSM networks. Topic area C addresses market reactions to marketing activities in the context of DSM. The common feature of all projects is the analysis of the effects of DSM on companies in the context of hedonic media products (HMP). On a meta-level, the central project addresses the societal impacts of marketing processes in DSM, in particular it investigates which consequences information and communication about DSM have for society. In the second funding period, the research unit’s focus on HMP in the first funding period will be extended to additional industries, as in the long run phenomena related to the marketing of HMP are expected to emerge in other industries as well. In the second funding period, the overarching objective continues to be a profound scientific understanding of the three topic areas of the first funding period (compared with the first funding period, the topic area A will not focus exclusively on network structures and is also more application-oriented). The results of the research unit’s efforts should provide companies with important knowledge about how to successfully manage products in the context of DSM and enable them to increase their international competitiveness. The central project continues to focus on questions about the impact of marketing processes in DSM on society.