@incollection{Sauerh{\"o}ferStr{\"a}hle2015,
  author    = {Sauerh{\"o}fer, Annika and Str{\"a}hle, Jochen},
  title     = {Gaining new customers with social media campaigns},
  booktitle = {Emotionalizing fashion retail : the guide for retail success},
  editor    = {Str{\"a}hle, Jochen},
  isbn      = {978-3-7347-5821-8},
  institution = {Texoversum},
  pages     = {118 -- 152},
  year      = {2015},
  abstract  = {Purpose: This research paper provides a general assessment and analysis of social media in digital marketing context and highlights its current use, risks, but also its enormous potential for companies to extent their customer reach by using such new channels, which has not been broadly established yet. Findings: Key findings demonstrate the importance of social media engagement for companies and present respective difficulties in designing a social media strategy. Since marketers are under constant pressure to justify social media spending, measurement methods need to be established. Expressing the return on social media spending in actual numbers has so far represented major obstacle for firms.},
  language  = {en}
}