Die Werbewirkung von Facebook Ads im Rahmen von Paid Media in sozialen Medien
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Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Sprache: Deutsch, Abstract: Die vorliegende Arbeit beleuchtet die Bedeutsamkeit von Facebook Anzeigen als Beispiel von Paid Media in sozialen Netzwerken und ermittelt anhand einer empirischen Untersuchung die Wirkung dieses Werbeformats in Deutschland. Die Frage lautet: Wie reagieren die Facebook Nutzer auf die Anzeigen und wie erfolgreich ist die Anzeigenschaltung auf der Plattform? Im ersten Teil dieser Arbeit wird hierfür der theoretische Rahmen geschaffen, indem zunächst die Frage nach der Wichtigkeit und Funktionsweise von Facebook Ads beleuchtet wird. Im ersten Schritt werden hierfür die potentiellen Gründe für Facebook Ads erläutert. Um einen genaueren Einblick in die Thematik zu bekommen, erfolgt auf eine kurze Unterscheidung der Anzeigentypen eine Erläuterung der Funktionsweise von Facebook Ads anhand der Kriterien Targeting und Viralität. Um beurteilen zu können, anhand welcher Kriterien Werbewirkung gemessen werden kann, werden die theoretischen Grundlagen zur Werbewirkungsforschung im zweiten Teil der vorliegenden Arbeit dargelegt. Hier lautet die Frage: Wie lässt sich Werbewirkung messen und welche Grenzen müssen dabei beachtet werden? Darauf aufbauend folgt eine empirische Erhebung, bei der im Rahmen einer Umfrage die aktuelle Akzeptanz und Wirkung von Facebook Ads ermittelt werden soll. Nach der Darstellung und Auswertung dieser Ergebnisse schlie t die Arbeit im letzten Teil mit einer inhaltlichen Zusammenfassung und gibt einen kurzen Ausblick auf zukünftige Entwicklungen.
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