TY  - CHAP
U1  - Buchbeitrag
A1  - Sauerhöfer, Annika
A1  - Strähle, Jochen
ED  - Strähle, Jochen
T1  - Gaining new customers with social media campaigns
T2  - Emotionalizing fashion retail : the guide for retail success
N2  - 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.
KW  - digital strategy
KW  - social media marketing
KW  - social media strategy
KW  - return on social media determination
KW  - social media measurement
Y1  - 2015
SN  - 978-3-7347-5821-8
SB  - 978-3-7347-5821-8
SP  - 118
EP  - 152
S1  - 35
PB  - Books on Demand
CY  - Norderstedt
ER  -