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RESEARCH PRODUCT

Analysis of Socio-Spatial Differences in Germany for the Definition of Online Milieus

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description

This research paper is part of a research project that analyses the influence of socioeconomic variables on the usage of online social networks to provide quality ensured social media supported business transactions. The research in this paper contains the analysing of the online milieu groups from the Responsibility-Driven Individuals and the Digital Vanguards, which were defined 2012 as milieu groups for online users in Germany. Both target groups are part of the in Germany well-established approach of lifeworlds and milieus for the differentiation of groups in the society. With such a distinguishing of customer groups, the communication with agents in social media communication will be more efficient due to a more standardized targeting. To increase the information fundament about the two mentioned lifeworlds and to be able to select those mentioned areas on more valid preferences, an analysis of past lifeworlds definitions and lifeworld analyses are conducted. The analysis in this research covers the lifeworlds’ definitions for milieus in Germany since the mid-1980th. In the analysing of the former definitions of lifeworlds the area of the mentioned online milieu groups is set as a requirement for the analyses to find more information about those fields in the German society. The research ends with an overview of the (qualitative) influence factors, which might present for customer selection from the mentioned lifeworlds and contains suggestions and questions for additional research in the research project. Also, it creates professional strategies for improvement of building and urban resilience.