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

拟议研究单位的中心目标是在数字社交媒体（DSM）的背景下调查产品营销。DSM是基于互联网的应用程序，其中内容由用户联合并不断修改。因此，DSM不仅包括Twitter、Facebook、Youtube和Snapchat等社交网络，还包括数字平台上社交互动的其他可能性，如产品评论或“关注”网络内的某些用户。DSM带来了关于社交互动的新的和创新的数据，以及大量的数据。如今，数字化影响了生活的大多数领域，并因此留下了相应的数据痕迹，这些痕迹在“数字化”标题下进行了讨论。这一发展对产品的销售产生了重要影响。在这种背景下，研究单位审查在第一个供资阶段的三个相互关联的主题领域的关键问题。主题区域A分析DSM中的网络结构。重点是明确建模这些结构和理解如何出现的相互作用。主题领域B考察消费者对DSM中沟通活动的反应。也就是说，它分析了个人如何受到DSM网络中整体活动的影响。主题领域C涉及需求侧管理背景下市场对营销活动的反应。所有项目的共同特点是在享乐媒体产品（HMP）的背景下分析DSM对公司的影响。在元层面上，该中心项目解决了需求侧管理中营销过程的社会影响，特别是它调查了有关需求侧管理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保健医疗产品的关注将扩大到其他行业，因为长远而言，与保健医疗产品营销有关的现象预计也会在其他行业出现。在第二个供资期，总体目标仍然是对第一个供资期的三个专题领域有深刻的科学认识（与第一个供资期相比，专题领域A将不完全侧重于网络结构，也更加面向应用）。研究部门的工作成果将为企业提供重要的知识，帮助他们在需求侧管理的背景下成功地管理产品，并提高其国际竞争力。该中心项目继续关注需求侧管理中的营销过程对社会的影响问题。

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.