Die folgende Arbeit wird sich mit dem Thema Social Media als Kommunikationsinstrument für Young-/New-Adult-Romance-Verlagen auseinandersetzen. Social Media ist im Alltag der Menschen präsent. Viele Unternehmen nutzen die Plattformen, um sich zu präsentieren und Anzeigen zu schalten. Verlage setzen diese Möglichkeit der Werbung zwar schon ein, die Erfolge scheinen dabei aber nur mittelmäßig zu sein. Das Ziel der vorliegenden Arbeit ist es, mithilfe von Analysen zu den Social Media-Kanälen verschiedener Verlage und deren Erfolge, Handlungsempfehlungen für den Aufbau von Kundenbeziehungen durch Soziale Netzwerke aussprechen zu können. Die Forschungsfrage lautet dementsprechend: Inwiefern können Young-/New-Adult-Romance-Verlage durch die Integration von Kommunikationsmaßnahmen in Sozialen Netzwerken eine langfristige Kundenbindung aufbauen und aufrechterhalten? Dabei wurden elf Verlage, auf Grundlage von theoretischem Wissen, auf deren Engagement-Raten und Erfolge untersucht. Zudem wurden mit einem unabhängigen Verlag und einem konzerngeleiteten Imprint Interviews geführt, um ein Verständnis für diese zu bekommen. Unabhängig vom Interview wurden die Verlage tiefgehender zu deren Community-Arbeit analysiert. Die Untersuchungen zeigten, dass die Interaktion mit den Usern vonseiten des Verlages wichtig ist, um Engagement und Aktivität von diesen zu erwirken. Der Aufbau einer Community und deren Pflege schafft es die Zielgruppe langfristig an sich zu binden.:1. Einleitung 2. Theoretischer Überblick über Social Media 2.1. Die wichtigsten Informationen zu Social Media 2.2. Soziale Netzwerke und ihre Entwicklung 2.3. Status quo und Einordnung von Social Media im Marketing der Verlage 3. Identifizierung der Zielgruppe 3.1. Postmoderner Konsument nach GUTJAHR 3.2. Dimensionsmodell zur Systematisierung von Kontexteinflüssen nach THEOBALD 3.3. Genaue Zielgruppe 4. Kommunikation auf Social Media 4.1. Geeignete Plattformen für Young-/New-Adult-Romance-Verlage 4.2. Kommunikationsmöglichkeiten auf Instagram 4.3. Strategien zur Steigerung der Kundengewinnung 4.3.1. Werbung und Influencer 4.3.2. Unternehmensvision und -mission im Zusammenhang mit der Sympathie 4.4. Strategien zur Steigerung der Kundenbindung 4.4.1. Dialog, Interaktion und Engagement 4.4.2. Community-Aufbau und -Management 4.4.3. Sympathie und Vertrauen 4.5. Ziele und deren Erfolgsmessung 5. Analyse der Interaktionen verschiedener Verlage 5.1. Erläuterung der Vorgehensweise der 1. Analyse 5.2. Betrachtung der Interaktionen und Erfolge verschiedener Verlage 5.3. Erläuterung der Vorgehensweise der 2. Analyse 5.4. Betrachtung eines konzerngeleiteten Imprints am Beispiel von KYSS 5.4.1 Informationen aus dem Interview mit KYSS 5.4.2. Eigenständige Analyse des Instagram-Accounts von KYSS 5.5. Betrachtung des Unabhängigen Verlages 5.5.1. Informationen aus dem Interview mit dem Unabhängigen Verlag 5.5.2. Eigenständige Analyse des Instagram-Accounts vom Unabhängigen Verlag 6. Chancen und Grenzen, Möglichkeiten und Risiken 7. Handlungsempfehlung 8. Fazit Literaturverzeichnis Forschungsliteratur Online-Quellen Selbstständigkeitserklärung Anlagen

The thesis explores possibilities of the use of facebook in the field of evangelization. Facebook represents one of many modern-day communication tools that touch ever larger part of human population nowadays. Also Christians must necessarily take an attitude to these tools. After a short historical excursus an outline of the realm of social networks follows. In a short overview the thesis presents key Church documents relevant to the topic. Afterwards it shows examples how the use of communication tools can change lives of many people. An inspiration is found in the area of business as it is used within the contemporary society. The thesis also aims its attention to the essential task of Christians, which is the proclaiming of the Gospel. Besides it takes note of activities of Christians who "live" in this cybernetic space. It doesn't neglect the risks in the field of social networks, risks which may affect those who strive to reach out to people in cyperspace. To the conclusion a short personal testimony is added concerning the role the facebook can play in a life of a Christian. Several possible views are presented here for consideration and at the same time a space is left for personal answers.

Problemformulering: Hur kan marknadsföring via Facebook påverka privata bostadsköpare? På vilket vis kan Facebook vara ett gynnsamt, alternativt onödigt verktyg vid marknadsföring för en fastighetsmäklare? Hur kan trenden med marknadsföring via Facebook komma att utvecklas? Syfte: Syftet med denna studie är att förklara hur en fastighetsmäklares marknadsföring via sociala medier kan ha påverkan på privatpersoner vid köp av privata bostäder. Metod: Denna studie är utförd genom ett kvantitativt metodval och med en abduktiv forskningsansats. Forskningen har utförts genom empiriska studier som analyserats med teorier. Analysen har följaktligen legat till grund för en problemdiskussion och sedan skapat slutsatser och bidrag till vidare forskning. Slutsats: I studiens slutsats framkommer det att marknadsföring via Facebook kan ha en positiv eller negativ påverkan på privata bostadsköpare. Genom tid, resurser och engagemang kan det leda till en försäljning. Under en fem veckors period samlades data in från åtta mäklarbyråer där de frågade köparna vid kontraktsskrivning om hur de kom i kontakt med objektet för första gången. Det visade sig att tre utav åtta mäklarbyråer anlitat en extern firma för att sköta deras marknadsföring via Facebook. Dessa tre företag hade tillsammans 33 sålda bostäder varav tio försäljningar härleddes från Facebook. De fem som skötte marknadsföringen via Facebook själva hade tillsammans 29 sålda bostäder varav en härletts från Facebook. Resultatet ur studien visar på att marknadsföring via Facebook är något som bör användas av mäklarbyråer men det kräver engagemang och rätt resurshantering, annars finns det risk för slöseri av resurser.

Sports in the 21st century have become popular across multiple industries, and a major boon to a television industry dealing with increasing audience fragmentation. So an understanding of fans' behavior is important to all parties. This study, an online survey consisting of 242 responses, examined fandom and its relationship with time spent using social networking sites and found no statistical correlation. Six uses and gratification factors obtained: human connection, network content, distraction/amusement, social integration, social surveillance, and active entertainment. The low comparative saliency of the social integration factor suggests that perhaps fandom is distinct from other ways of identifying with similarly-minded individuals (e.g. political and/or religious affiliation), or that perhaps fandom as a factor is less than sufficient to explain how/why sports fans use social networking sites.

Background and problem discussion The new lifestyle developed by today's generation is based on an increasing digitalization and use of social media. The fundamental reason behind digitalization is that information´s availability in digital form has increased. A new form of marketing has emerged together with the increased digitalization and personalized marketing that has created new ways for companies to influence the consumer. Method and purpose The purpose of this study is therefore to investigate which key factors that consumers consider important for attractive advertising on social media. We have started from two issues in our work with the connection to factors that affect consumers but also based on the factors that make an impact on companies' work of advertising. To investigate the consumer's attitude towards Facebook Ads, we conducted 15 semi-structured interviews, distributed over three generations in the ages 18-25, 26-39, and 40 and older. The data has then been coded and analyzed which has contributed in reaching a result. Results and conclusion The results of the study showed several interesting discoveries. One factor that companies themselves can influence, and which was shown to be of great importance, is the time which the ad presented itself to the consument. The results also show that the consumer is more receptive to an advertisement in the evening as to time pressure  during the day. Another factor that companies themselves can influence is the ability to create visual attention. Our results show that the image has the greatest impact to attract attention, while the message is crucial for whether the consumer pushes himself further in the ad. The brand also has a major impact on the consumer. The results show that none of the respondents could have imagined making a major purchase from a brand unknown to them. The factors that the companies themselves fail to influence, the result showed that a central factor was the consumer's personality and preferences. The study shows that there are many personal values ​​behind how you act on advertising. To streamline their advertising, companies should get to know their consumers and adapt to their preferences and behavior.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. / This paper presents the results of an interview of first-year university students at a private face-to-face university in Lima city on how they use digital technologies in their social and academic lives. This study was positioned in the interpretive paradigm with qualitative research design. Semi-structured interview with 13 open-ended questions was selected as the means of data. Atlas.ti. were used to analysed and coded all the interviews. To provide a well-structured approach to handling a large data set, thematic analysis was employed to analyse the verbatim transcription as outlined by Braun and Clarke. Contrary to the assumption that young learners are seen as highly adept technology users, the findings show that social networks (Facebook and Instagram) and WhatsApp are the most important applications for the participants.

The aim of this study is to determine whether Facebook's establishment in Luleå has increased welfare. The essay also gives possible suggestions on how the state can increase profitability when considering future establishments. The thesis focuses on the period when Facebook’s two data centers were established, that is 2011-2020. The thesis mainly uses data from various public inquiries and government agencies. An interview with a professor in electricity production is also conducted to create a deeper understanding of the server halls' impact on electricity production in Sweden.  To determine whether the establishment of Facebook has increased welfare, a cost-benefit analysis is used as a method and theory. Furthermore, data centers and their impacts will be defined in chapters three and four as a basis for the calculation. In the calculation, we will compare benefits and costs. Benefits need to exceed costs for the project to be profitable. Whether the establishment has been profitable is examined from three perspectives: overall, national, and regional. Unlike the national and regional calculations, only costs are considered in the overall calculation. Based on assumptions that Facebook's data center has a lifespan of 10 years, with a discount rate of 3.5 percent, it can be stated that the total cost for the project will be  - SEK 14 673 137 420 - H - W in the overall calculation. For Facebook's establishment to be profitable, the overall benefits need to exceed the costs. According to the national calculation, Facebook's establishment based on monetary posts. is profitable as the net present value is positive and equals SEK 12 636 712 128. The non-monetary effect, the risk of electricity shortage, leads to a decrease in the net present value in the national calculation. However, we believe that it is unlikely that the cost of the risk would exceed SEK 12 billion and thus we consider the calculation to remain profitable despite the risk. From a regional perspective, Facebook's establishment is profitable if the non-monetary benefits outweigh the costs of the destroyed landscape and the risk of electricity shortage. According to the sensitivity analysis, Facebook's establishment is a cost to the state as the costs for the public sector exceed the tax revenues. Marginal excess burden, MEB, is used to calculate whether the project loads the state budget. Since we choose to use a MEB of 0.3, it can be stated that the value of the overall calculation is increased with - SEK 2 855 377. The other effects in our calculations such as operating costs, maintenance costs, use of electricity, economic growth, and landscape image cause uncertainty in our calculations which is also described in the sensitivity analysis. Finally, the study proposes five different suggestions to have in mind when future data center establishments are being planned in Sweden.

Las inmobiliarias en el Perú hoy en día se enfrentan a un nuevo y creciente público objetivo conformado principalmente por jóvenes que no cuentan con carga familiar, que acceden rápidamente al crédito hipotecario y que compran su primera vivienda para independizarse. Ante este nuevo panorama, las inmobiliarias se han visto forzadas a mirar a este nuevo público objetivo llamado millenials, y adaptarse a su estilo de vida. Los millenials son una generación de nativos digitales, que pasan mucho tiempo en las redes sociales. Por tanto, consideramos importante analizar el impacto en ventas que puede generar la herramienta Facebook como parte de una estrategia de marketing digital. Para efectos de la investigación, se revisó bibliografía especializada y se trabajó sobre la data proporcionada por la empresa Líder Grupo Constructor. Se comprobó que, si bien no existe un incremento directo entre las ventas concretadas a través del uso de Facebook, de acuerdo a los resultados muestrales de la investigación expuesta, el incremento de visitas a las salas de ventas sí es mayor y con un menor costo. Asimismo, se encontró que sólo el uso de Facebook pagado como estrategia de marketing digital, no generará una mayor proporción de venta, se debe combinar con otros medios de comunicación. Por ello, proponemos que dependiendo del público objetivo al que vaya dirigido cada proyecto, se debe decidir la cantidad de inversión a incurrir en el uso de Facebook dentro de la estrategia establecida en el mix de marketing sin poner en riesgo el presupuesto total. / Real Estate in Peru today is facing a new and growing target audience made up mainly of young people who do not have a family load, who quickly access mortgage loans and who buy their first home to become independent. Faced with this new panorama, real estate have been forced to look at this new public named millenials, and adapt to their lifestyle. Millenials are a generation of digital natives, who spend a lot of time on social networks. Therefore, consider it important to analyze the sales impact that the Facebook tool can generate as part of a digital marketing strategy. For this investigation, specialized bibliography was reviewed and work was done on the data provided by the company “Líder Grupo Constructor”. It was verified that although there is not a direct increase between the sales realized through the use of Facebook, according to the sample results of the research exposed, the increase of visits to the sales rooms is higher and has a lower cost. Also, it was found that only the use of Facebook paid as digital marketing strategy, will not generate a higher proportion of sale. It must be combined with other types of communication. Therefore, we propose that depending on the target audience to which each project is addressed, the amount of investment to be incurred in using Facebook within the strategy established in the marketing mix must be decided without jeopardizing the total budget. / Trabajo de Suficiencia Profesional

La confianza es una pieza clave para las relaciones entre empresa y cliente. En sectores modernos como el comercio electrónico B2C es indispensable transmitirla, dado que este contexto digital genera incertidumbre por la falta de interacción personal y contacto directo con los productos deseados. Ante esta situación, las marcas se encuentran en la búsqueda de una fórmula que les ayude a generar confianza con su público en línea. Por ello, conscientes del poder influyente de las redes sociales como Facebook, utilizan esta plataforma para que, a través de anuncios publicitarios, interactúen y construyan el vínculo necesario para transmitir confianza. Es así que, el presente estudio ahondará en el rol de la publicidad en Facebook para la generación de confianza hacia las tiendas en línea B2C. Para ello, se realizó una investigación de tipo cualitativa enfocada en el público limeño de nivel socioeconómico C de 28 a 35 años, que no hayan realizado compras vía comercio electrónico. Esto debido a que se buscó conocer las limitantes de este grupo, que según estudios, cuenta con una menor participación de compra en el modelo en línea en el Perú, para así identificar sus necesidades en los anuncios. El principal hallazgo de esta investigación resalta la demanda de los participantes por una publicidad enfocada hacia un rol educativo, que les ayude a entender los procesos y beneficios de las compras por comercio electrónico B2C. Así, los niveles de confianza hacia las tiendas en línea serán mayores, logrando repercutir positivamente en una futura compra. / Trust works as an essential key to the relationship between businesses and customers. In modern sectors such as the e-commerce B2C, trust is indispensable to transmit because the digital context creates uncertainty due to the lack of personal interaction and direct contact with the desirable products. Hence, brands are in the look for a formula that will help create trust with people online. Therefore, awareness of social media's influence like Facebook and other prominent social media companies use this platform so that through ads, they can interact and build an important link that will generate trust. Thus, this study will delve the role in Facebook's publicity so that it can create trust in B2C online stores. For that, a qualitative investigation focused on Limas's public of socioeconomic level C of twenty-eight and thirty-five years old that has not shopped in e-commerce has been made. Since it has been known the limitation of this group, that according to the studies, they have lesser participation in Peru's online shopping so that their necessities would be identified in ads. The principal findings on this investigation remark the demand of participants for publicity focused on an educative role, that will help them understand the process and benefits of shopping for the e-commerce B2C. Thus, the levels of trust in the online stores will be higher, accomplishing a positive and future purchase. / Tesis

This research was motivated by the growing concerns regarding social media platforms roles in the presentation of conspiracy theories as compelling alternative narratives regarding contemporary social events. Specifically, this research asks whether Facebook’s algorithm autonomously recommends groups that are organized around conspiracy theories regarding contemporary political and social events to end users, despite the user not previously indicating interest in those topics. Based on coverage of biases in Facebooks content ranking and recommendation algorithms surrounding the 2020 presidential election, it was hypothesized that, over time, Facebook would increasingly seek to recommend conspiratorial content to its users to retain them on the platform. Eight test profiles were created under three observation protocols over the course of the fall 2022 semester. Each profile created was restricted in how it interacted with the Facebook platform. In creating the first three profiles, only the information that is necessary for profile creation was given, name, gender, birthdate, phone number, and email address. The first profile would only view the first twelve recommended groups, without joining them. The second profile would view and join the first twelve recommended groups, and the third profile would view and join the first twelve recommended groups, and then would also leave five random groups from the previous day. A second protocol was designed to expedite the observation process and expand the sample of groups observed per profile. Five profiles were made under this protocol, wherein the profiles would follow two Facebook pages prior to observation and have slight variations in their demographic information. These profiles only viewed and followed the first recommended group, and then refreshed the recommendation list to generate updated groups in real time. Over the course of this project, Facebook did not recommend a single group to any of the test profiles that principally discussed or recommended conspiracy theories. Instead, it was found that Facebook seeks to recommend groups that are popular in the users local area first, but only until the user has indicated enough unique interests to begin steering the recommendations. Each profile was recommended a geolocation based set of groups, but within days of observation, those groups were no longer chiefly recommended. Instead, it was found that user behavior is heavily influential regarding what groups and topics are recommended. Secondly, among all profiles, the topics featured among the groups being recommended homogenized over the course of observation, to the exclusion of all other topics. Further research should look into whether this homogenization is a function of having so few user inputs, or typical behavior of Facebook more broadly. If it is the latter, this may contribute to the propensity for individual users to arrive in digital echo chambers.