Forschungsbericht über die Inhaltsanalyse im Bereich Digitales Marketing: Mittelstand Digital und Social Media-Marketing für kleinere und mittlere Unt
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Projektarbeit aus dem Jahr 2022 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, SRH Fernhochschule, Veranstaltung: Master of Business Administration, Sprache: Deutsch, Abstract: Die Arbeit befasst sich mit einer eingehenden Dokumentenanalyse im Bereich des digitalen Marketings, insbesondere mit dem Fokus auf Mittelstand Digital und deren Leitfaden "Social Media-Marketing für kleinere und mittlere Unternehmen". Mithilfe einer qualitativ inhaltlich strukturierenden Inhaltsanalyse werden relevante Dokumente untersucht und ausgewertet. Der Forschungsbericht liefert einen detaillierten Einblick in die Strategien, Techniken und Empfehlungen für die Nutzung von Social Media im Marketing für kleinere und mittlere Unternehmen im digitalen Zeitalter. Es handelt sich um eine qualitative Datenanalyse. Die vorliegende Arbeit beschäftigt sich mit der beschriebenen Problemstellung, welche mit einer Nutzung von Sozial-Media-Marketing im Geschäftskundenbereich einhergeht. Neben der Problemstellung wird sowohl die Zielsetzung, als auch der Aufbau der Arbeit in Kapitel 1 dargestellt. Mithilfe fachliterarischer Analyse werden in Kapitel 2 die theoretischen Grundlagen erarbeitet. Dabei erfolgt eine Darstellung von KMU, B2B (Geschäftskundenbereich), Social Media, Social Media-Marketing sowie deren Chancen und Risiken im B2B-Bereich. Zum Abschluss dieses Kapitels erfolgt eine Zusammenfassung und die Formulierung der Forschungsfrage. Im dritten Kapitel wird eine qualitativ inhaltlich strukturierende Inhaltsanalyse veranschaulicht dargestellt und durchgeführt. Hierbei wird die Methodik dargestellt, auf den zu analysierenden Text eingegangen und eine methodische Anwendung praktisch durchgeführt. In Kapitel 4 folgt eine in Bezug auf das Kategoriensystem eine inhaltliche Auswertung und eine Zusammenfassung der Ergebnisse. Abschlie end werden in Kapitel 5 die Ergebnisse diskutiert, das eigene Vorgehen reflektiert sowie eine praktische Sch
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