Lifeworlds in Online Social Networks in Germany (eBook)

"Lifeworlds in Online Social Networks in Germany: ONLINE MARKET SEGMENTATION THROUGH SOCIAL STRUCTURE ANALYSIS" provides information about the German Social Network Market during the raising period of WhatsApp and Instagram. The research targets on a comparison of existing lifeworld (oriented on the German SINUS MILIEUS) and their online behavior. The research is influenced by the social structure analysis of Pierre Bourdieu which questioner was used to ask Internet users in Germany regarding their preferences and behavior. For the analysis 1.607 fulfilled questionnaires could be used. The resulting analysis provides information about the online and offline preferences of digital vanguards and responsibility-driven individuals. Those preferences were distinguished regarding i. e. media usage, purchase behavior und social network interaction.

Knut Linke is a research follower (2019) at the University of Applied Sciences Weserbergland in Germany and works currently in a governmental founded research projects in the field of future work requirements for professional IT workers. Beside his research in the field of future work and informatization Knut Linke researched previous the field of social network usage in Germany and the usage of social media.