@phdthesis{Brandl,
  type      = {Bachelor Thesis},
  author    = {Sebastian Brandl},
  title     = {Social Media Marketing : Erfolgsfaktoren f{\"u}r Unternehmen im Web 2.0: Analyse und Vergleich von kleinen und mittelst{\"a}ndischen Unternehmen und \"Global Player\" im B2C-Bereich},
  url       = {https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus4-90816},
  abstract  = {In the theoretical part of this work the terms social media and social media marketing will be defined and differentiated. The clarification serve as the basis for a detailed presentation of platforms for using social marketing for Businesses. The opportunities and risks of companies in the social web should be shown. Afterwards, the knowledge gained so far about success factors for a effective social media strategy should be summarized, portrayed and illustrated how these can be measured. In the practical part, the online presences in the social web are examined and compared by the global companies coca-cola and starbucks with the small- and medium-sized enterprises mymuesli and eGym. It shows the extent, how far the use of social media commitment difference from each other.},
  language  = {de}
}