Social Media als Instrument im Brand Management

Abstract

In today's digital era, social media is playing a central role in brand management. Companies are using platforms such as Facebook and Instagram to increase brand awareness, drive customer loyalty and increase sales. The use of social media offers many opportunities, but companies are faced with the challenge of developing the right strategies and measures to increase engagement and support the achievement of corporate goals. This paper shows that cooperation with influencers significantly increases engagement. The thesis is divided into two sections. The first part includes a literature review and analysis, while the second part comprises empirical research. First, a theoretical basis is created by examining the four paradigms of brand management, explaining ways of communicating on social media and developing key figures that measure the success of social media strategies. This is followed by an analysis of the social media activities of the companies Adidas, Asics, Nike, On and Skechers on Facebook and Instagram. The previously developed key figures are used to measure engagement, including the applause rate, conversion rate and share rate. These metrics make it possible to evaluate the effectiveness of different post types and topics as well as the role of influencer collaborations. The analysis shows that posts that include a collaboration with well-known influencers tend to achieve higher engagement rates. These posts significantly boost the applause rate and conversion rate, which underlines the importance of influencer marketing in social media brand management. It is also clear that brand-generated content is successful. Posts with product announcements and celebrity collaborations generate a high level of discussion and interaction, which in turn positively influences the conversion rate. The results of this work offer concrete recommendations for companies on how social media can be used effectively in brand management to achieve corporate goals.

Date of Award	2024
Original language	German (Austria)
Supervisor	Dietmar Nedbal (Supervisor)