Erfolgsfaktoren für eine personalisierte und datengetriebene Customer Experience im Social-Media-Marketing

Abstract

Data plays a very important role in the 21st century. For this reason, a data-driven strategy is becoming increasingly important in Social-Media-Marketing and is changing traditional approaches. Companies benefit from digitalisation through broad access to their users' personal data. This data enables a targeted and personalised approach, which creates competitive advantages. However, a lot of collected data currently remains unused as companies often have too little expertise and resources. On the user side, however, personalised and relevant content on social media arouses interest. A customised experience based on personal data can therefore increase consumer loyalty and satisfaction. However, concerns about data protection remain. The success of data-based marketing measures has already been researched by many studies. However, the personalised and data-driven customer journey on social media tends to be neglected. For this reason, this thesis focusses on identifying success factors in Social-Media-Marketing for companies. Since social media platforms are social networks, this thesis also includes the user's perspective. This bachelor thesis is divided into 5 main chapters. The first two chapters take a closer look at datadriven marketing and strategies in data-based social media marketing. The opportunities and challenges for companies are explained in the third main chapter. The fourth main chapter examines the perception of personalised content on social media from the user's perspective. The fifth main chapter presents the empirically analysed data from the five expert interviews. Five people from online and performance marketing in companies and agencies were selected as interview partners in order to provide comprehensive answers to the research questions. The data collected is then analysed using Mayring's qualitative content analysis method and the individual results are described in detail. Finally, the findings from the results are summarised and interpreted. The research results make it clear that companies are confronted with various opportunities and challenges in data-driven social media marketing. Several success factors were identified for the successful realisation of a personalised and data-driven customer journey, although these depend on the industry and the company's respective products and services. To summarize, consumers' willingness to share data depends on perceived benefits and advantages, transparency, trust, alignment with the company's core business and individual privacy concerns.

Date of Award	2024
Original language	German (Austria)
Supervisor	Stephanie Bauer (Supervisor)