Jörg BurkhardtKampagnenmanagement in Social Networks

Rezension

[…] Neben einer umfassenden theoretischen Fundierung liefert die Studie vor allem praktische Umsetzungs- und Handlungsempfehlungen für Versicherungsunternehmen auf Basis der empirischen Untersuchungen. Zusätzlich erfolgt eine kritische Auseinandersetzung der Vorgehensweise und es werden Ansatzpunkte für weiterführende Forschungsvorhaben im Kampagnenmanagement in Social Networks ermittelt.

About this book deutschenglish

As a result of changing customer requirements due to the ongoing implementation of online use and the digitalization in general, insurance companies have to meet new challenges because social networks have become an essential interaction-channel for potential and present customers. In order to be able to serve the customer in an omnipresent way, social networks - as a part of the communication mix - have to be integrated in the campaign management. The planning phase of the campaign management, which combines the steps of winning new customers and the sales approach as essential components amongst others, is one of the first basic principle for a successful campaign management.

In two quantitative sub-projects, the factors of success regarding winning new customers by means of sweepstakes (monetary vs. non-monetary sweepstakes, sweepstakes of chance vs. sweepstakes of activity, virality of competition) and sales approach (personal vs. impersonal approach, formal vs. informal approach) were analyzed. In terms of a multi-methodic research approach, the economic (online) experiments that were applied in the first two sub-projects, are completed by a third qualitative sub-project using the methodology of expert interviews.

Basis of this article are classic models of network theory that are combined with the findings of advertising research as well as relevant scientific knowledge.

Besides a comprehensive theoretical foundation, the study especially provides practical implications as well as recommendations for insurance companies based on the empirical research results. In addition, a critical discussion of the research is presented and starting points for continuing research projects concerning campaign management in social networks are carried out.