{"id":"https://openalex.org/W2625916995","doi":null,"title":"Marketing \u00fcber soziale Netzwerke : Chancen und Risiken ; eine Analyse der Anwendung und Wirkung verschiedener Social Media Kan\u00e4le zur Unternehmenspr\u00e4senz am Fallbeispiel der Marke L\u00b4Or\u00e9al Paris","display_name":"Marketing \u00fcber soziale Netzwerke : Chancen und Risiken ; eine Analyse der Anwendung und Wirkung verschiedener Social Media Kan\u00e4le zur Unternehmenspr\u00e4senz am Fallbeispiel der Marke L\u00b4Or\u00e9al Paris","publication_year":2015,"publication_date":"2015-01-01","ids":{"openalex":"https://openalex.org/W2625916995","mag":"2625916995"},"language":"de","primary_location":{"id":"pmh:oai:monami.hs-mittweida.de:5721","doi":null,"is_oa":true,"landing_page_url":"https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus4-57218","pdf_url":"https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus4-57218","source":{"id":"https://openalex.org/S4306401857","display_name":"MOnAMi (Hochschule Mittweida Hochschulbibliothek)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I116397343","host_organization_name":"Hochschule Mittweida","host_organization_lineage":["https://openalex.org/I116397343"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"bachelorthesis"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus4-57218","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Marijana Kova\u010devi\u0107","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Marijana Kova\u010devi\u0107","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.00019999999494757503,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":1.0},{"id":"https://openalex.org/keywords/l-oreal-paris","display_name":"L'Or\u00e9al Paris","score":0.8650000095367432},{"id":"https://openalex.org/keywords/social-media-channels","display_name":"social media channels","score":0.9169999957084656},{"id":"https://openalex.org/keywords/opportunities-and-risks","display_name":"opportunities and risks","score":0.7829999923706055},{"id":"https://openalex.org/keywords/brand-marketing","display_name":"brand marketing","score":0.5090000033378601},{"id":"https://openalex.org/keywords/cosmetics-industry","display_name":"cosmetics industry","score":0.7789999842643738}],"concepts":[{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.5043445825576782},{"id":"https://openalex.org/C2777754422","wikidata":"https://www.wikidata.org/wiki/Q17081927","display_name":"Social marketing","level":2,"score":0.49962687492370605},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.46780991554260254},{"id":"https://openalex.org/C2777626052","wikidata":"https://www.wikidata.org/wiki/Q516445","display_name":"Bachelor","level":2,"score":0.4308820068836212},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3855576515197754},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.32690632343292236},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.3223678469657898},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.32174715399742126},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.2875407338142395},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.23943528532981873},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.1740986406803131},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.10204041004180908},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"pmh:oai:monami.hs-mittweida.de:5721","doi":null,"is_oa":true,"landing_page_url":"https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus4-57218","pdf_url":"https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus4-57218","source":{"id":"https://openalex.org/S4306401857","display_name":"MOnAMi (Hochschule Mittweida Hochschulbibliothek)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I116397343","host_organization_name":"Hochschule Mittweida","host_organization_lineage":["https://openalex.org/I116397343"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"bachelorthesis"},{"id":"pmh:oai:opus.bsz-bw.de-hsmw:5721","doi":null,"is_oa":true,"landing_page_url":"https://monami.hs-mittweida.de/frontdoor/index/index/docId/5721","pdf_url":"http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bsz:mit1-opus4-57218","source":{"id":"https://openalex.org/S4306401857","display_name":"MOnAMi (Hochschule Mittweida Hochschulbibliothek)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I116397343","host_organization_name":"Hochschule Mittweida","host_organization_lineage":["https://openalex.org/I116397343"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"bachelorthesis"},{"id":"mag:2625916995","doi":null,"is_oa":false,"landing_page_url":"https://monami.hs-mittweida.de/files/5721/BACHELORARBEIT.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:monami.hs-mittweida.de:5721","doi":null,"is_oa":true,"landing_page_url":"https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus4-57218","pdf_url":"https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus4-57218","source":{"id":"https://openalex.org/S4306401857","display_name":"MOnAMi (Hochschule Mittweida Hochschulbibliothek)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I116397343","host_organization_name":"Hochschule Mittweida","host_organization_lineage":["https://openalex.org/I116397343"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"bachelorthesis"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2625916995.pdf","grobid_xml":"https://content.openalex.org/works/W2625916995.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W3164393163","https://openalex.org/W6983280300","https://openalex.org/W7055190042","https://openalex.org/W3184959183","https://openalex.org/W7024436503","https://openalex.org/W2591928384","https://openalex.org/W3164963965","https://openalex.org/W3183878791","https://openalex.org/W3182583468","https://openalex.org/W7024638748"],"abstract_inverted_index":{"In":[0],"this":[1],"bachelor":[2],"thesis":[3],"the":[4,20,25],"opportunities":[5],"and":[6,39],"risks":[7],"of":[8,24],"commercially":[9],"using":[10],"social":[11,21,33],"media":[12,22,34],"were":[13,36],"compared":[14],"with":[15],"each":[16],"other.":[17],"During":[18],"this,":[19],"marketing":[23],"brand":[26],"L\u2019Or\u00e9al":[27],"Paris":[28],"was":[29],"examined.":[30],"The":[31],"utilized":[32],"channels":[35],"then":[37],"analyzed":[38],"evaluated":[40],"in":[41],"regard":[42],"to":[43],"their":[44],"successful":[45],"application.":[46]},"counts_by_year":[],"updated_date":"2026-09-29T14:09:16.559479","created_date":"2017-06-23T00:00:00"}
