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Chancen und Herausforderungen von personalisierter Social-Media-Werbung by Bluth, Bente

Chancen und Herausforderungen von personalisierter Social-Media-Werbung

by Bente Bluth
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Book cover type: Paperback
  • ISBN13: 9783346064035
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 82
  • Original Price: USD 42.5
  • Language: German
  • Edition: N/A
  • Item Weight: 118 grams
  • BISAC Subject(s): Communication Studies

Bachelorarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Hochschule Heilbronn Technik Wirtschaft Informatik, Sprache: Deutsch, Abstract: Im Rahmen dieser Arbeit soll untersucht werden, welche Hürden personalisierte Social- Media-Werbung mit sich bringt und wie diese überwunden werden können. Ferner werden die Möglichkeiten und Chancen personalisierter Social-Media-Werbung erläutert - sowohl für Nutzer, denen relevanterer Content angezeigt wird als auch für Unternehmen, die ihre Kunden gezielter ansprechen und so die Streuverluste reduzieren können. Eine gro e Herausforderung liegt in den sich ständig verändernden Rahmenbedingungen aufgrund des technischen Fortschritts und der kontinuierlichen Weiterentwicklung der Produkte. Hier ergibt sich auch die Forschungslücke im Bereich personalisierter Werbung."With this rapid growth over a short period of time, academic research on social network sites has struggled to keep pace. Relatively little is known with respect to how consumers respond to advertisements on these sites and which factors might influence consumers' responses". Im Grunde ist Personalisierung nichts Neues. Wer zum Bäcker seines Vertrauens geht und dort immer das Gleiche bestellt, der braucht dem Personal nur zuzunicken und erhält direkt die Brötchentüte mit dem gewünschten Inhalt sowie den Kaffee mit einem Schuss Milch. Neu ist das Umfeld, in dem die Personalisierung stattfindet. Neu ist, dass man die Leute, die für die personalisierten Botschaften verantwortlich sind, nicht mehr persönlich kennt. Statt nur beim Bäcker um die Ecke erfolgt Personalisierung - wie viele andere Teile unseres Lebens auch - zunehmend im Internet und in den sozialen Medien.

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