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Die Professoren Andreas Kaplan und Michael Haenlein von der ESCP Europe definieren Social Media kurz und treffend als „Internetanwendungen, die auf den ideologischen und technologischen Grundlagen des Web 2.0 aufbauen und die Herstellung und den Austausch von User Generated Content ermöglichen“ [1]. Der durchaus umstrittene Begriff [2] „Web 2.0“ steht für die Entwicklung der Internetnutzung zur Plattform,...