Finden statt suchen: Marken an der Internet-Pinnwand. Lässt sich die Sichtbarkeit in Suchmaschinen durch gezieltes Pinterest-Marketing beeinflussen?

Desiree Schweitzer, Florian Botzenhardt and Hans-Michael Ferdinand

Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie, 2015, issue 4/2015, 38-47

Abstract: Search engines like Google have a large influence on the visibility and the number of visits of e-commerce websites. A website's position within the ranking of a search engine is determined by complex algorithms. Typically, the exact operations that are being processed are not known to the public and a subject to frequent changes. E-commerce companies need to constantly improve their search engine ranking to ensure maximum visibility for potential customers. One of the impact factors are activities on social media. This study analyses the influence of marketing activities on the social network Pinterest on search engine rankings. After an experimental evaluation of the German online travel agent "hrs.de", a direct influence on the ranking through the company's efforts on Pinterest was neither confirmable nor deniable. While it is very likely that social media activities do have a positive effect on search engine optimization, the exact amount is very difficult to measure due to the nontransparent search engine algorithms.

Date: 2015
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/178302/1/Markenbrand-2015-4-S38-47.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:hnumbr:178302

Access Statistics for this article

Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie is currently edited by Jens U. Pätzmann

More articles in Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie from Hochschule Neu-Ulm, Kompetenzzentrum Marketing & Branding
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().