Volltext-Downloads (blau) und Frontdoor-Views (grau)

Gaining new customers with social media campaigns

  • 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.

Export metadata

Additional Services

Share in Twitter Search Google Scholar


Author of HS ReutlingenSträhle, Jochen
Erschienen in:Emotionalizing fashion retail : the guide for retail success
Publisher:Books on Demand
Place of publication:Norderstedt
Editor:Jochen SträhleORCiD
Document Type:Book chapter
Publication year:2015
Tag:digital strategy; return on social media determination; social media marketing; social media measurement; social media strategy
Page Number:35
First Page:118
Last Page:152
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:658 Allgemeines Management
Open access?:Nein