Moodle.UP

Over the last decade, Social Media platforms have evolved from being purely hedonic platforms for private use into potent organizational tools used both internally within an organization as well as externally for communication and collaboration with various stakeholders. Internally, embedding Social Media tools within organizations has been linked to enhanced participation and communication, empowering employees with a voice in organizational matters. Externally, Social Media platforms have triggered unprecedented changes in customer relationship management, turning customers into co-creators of company value. Indeed, with 2.6 billion users on Facebook alone, popular Social Media platforms present companies with unique opportunities to connect with their customers, hear their voice, and engage with them on a more personal level. Considering this potential for value, businesses increasingly views social media as a key strategic enabler. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of Social Media management. Hence, the following topics are central for this course: 

• Web-Site Usability
• Social Media Marketing
• Social Media Governance
• Content Marketing
• Video Marketing
• Psychology of Social Media Users
• Copywriting
• Social Media Analytics
• Gamification
• Legal Aspects of Online and Social Media Marketing, GDPR

A number of social platforms have gained popularity in recent years (e.g. Facebook, Instagram, Airbnb, etc). Their breath-taking success manifests itself in millions of user subscriptions, significant time spent on the site, and steep growth of conducted transactions. Facebook alone has over 2.32 billion monthly active users. By rapidly changing the way we communicate, inform ourselves, spend our free time, learn and buy, these platforms transform the society we live in today. Facing this wave of new developments, many keep asking about the meaning and long-term consequences of these changes.

This seminar/project focuses on conveying four important research methodologies:

• Systematic Literature Review
• Qualitative Data Analysis, e.g. interviews, focus groups
• Quantitative Data Analysis, e.g. survey
• Big Data Analysis

A number of social platforms have gained popularity in recent years (e.g. Facebook, Instagram, Airbnb, etc). Their breath-taking success manifests itself in millions of user subscriptions, significant time spent on the site, and a steep growth of conducted transactions. Facebook alone has over 2.32 billion monthly active users. By rapidly changing the way we communicate, inform ourselves, spend our free time, learn and buy, these platforms transform the society we live in today. Facing this wave of new developments, many keep asking about the meaning and long-term consequences of these changes.

 Against this background, this seminar/project focuses on two related research areas:

• (1) User perceptions and behavior on Social Media and
• (2) The value of privacy on Social Media.

Possible topics include, but are not limited to:

• AI for Control: Perceived Fairness of Consumer Scoring
• Automation and Trust Repair Strategies
• Chatbots and Service Quality
• Corona Emotions and Effects on Respondent Behavior
• Economic Inequality and Social Media Use
• Goal-Setting and Behavior Change
• Physician Rating Platforms
• Resentment Towards the Rich
• Social Media And Company’s Stock Prices: Walking Hand-In-Hand Or On One's Own?
• Twitter Data And Financial Markets Movements
• Tweets That Beat The Street? A Systematic Literature Review On Whether Tweets Can Predict Stock Behavior
• Digital Discrimination: Investigating The Xenophobic Behavior (incl. Hate Speech) On The Web During The Outbreak Of The Covid-19 Pandemic.
• Fighting Misinformation On Social Media: Empirical Evidence
• Tik Tok On The Clock, But The Party Don't Stop: Exploring The Motives Of Tiktok Use