German Social Media Consumer Report 2012/2013

24 Pages Posted: 24 Apr 2013

Date Written: March 1, 2013

Abstract

Our data from 1600 German Internet users reveals three major social media-induced trends in German society. First, for social media, “infancy” is over! In 2012, social media became mainstream and are now heavily used by all strata of the German population. No matter what age, educational background, or income, and no matter where in Germany they live, everyone uses social media. Second, people have started to use social media to improve major aspects of their daily lives, including those which affect businesses.Third, companies have not fully adapted to this change in society yet.

Keywords: Social media, brand usage, consumer decision making, pinball model, marketing

JEL Classification: M3

Suggested Citation

Hennig-Thurau, Thorsten and vor dem Esche, Jonas, German Social Media Consumer Report 2012/2013 (March 1, 2013). Available at SSRN: https://ssrn.com/abstract=2254922 or http://dx.doi.org/10.2139/ssrn.2254922

Thorsten Hennig-Thurau (Contact Author)

University of Muenster ( email )

Am Stadtgraben 13-15
Muenster, D-48143
Germany

HOME PAGE: http://www.marketingcenter.de/mm/en/index.php

Jonas Vor dem Esche

University of Muenster ( email )

Schlossplatz 2
Muenster, D-48149
Germany

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