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Möglichkeiten und Grenzen von Social Media Marketing

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  • Kreutzer, Ralf T.
  • Hinz, Jule

Abstract

In diesem Arbeitspapier wird das Konzept des Social Media Marketing theoretisch dargestellt und seine Möglichkeiten und Grenzen analysiert. Dabei werden die einzelnen Instrumente des Social Media Marketings sowie die verschiedenen Nutzertypen erläutert und auf die Erfolgsmessung von Methoden des Social Media Marketings eingegangen. Schließlich wird an den Beispielen HUGO BOSS, Starbucks und Nestlé auf die Umsetzung von Maßnahmen des Social Media Marketings eingegangen und aufgezeigt, welche Erfolgsstrategien sich bewährt haben.

Suggested Citation

  • Kreutzer, Ralf T. & Hinz, Jule, 2010. "Möglichkeiten und Grenzen von Social Media Marketing," Working Papers 58, Berlin School of Economics and Law, Institute of Management Berlin (IMB).
    • Handle: RePEc:zbw:imbwps:58
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    1. zur Oven-Krockhaus, Ina & Mandelartz, Pascal & Steffen, Jan, 2019. "Bewertungen in der Kundenkommunikation von touristischen Unternehmen und Einfluss auf das Buchungsverhalten einer digitalen Zielgruppe," IU Discussion Papers - Hospitality, Tourism & Event 1/2019, IU International University of Applied Sciences.

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