Customer Relationship Management in Social Media in the German Apparel Retail Industry

Laura Schuster

Student thesis: Master thesis


In today’s interconnected world, representing a company brand on Social Media has become an expected necessity. On the most important Social network, Facebook, companies vie for likes, followers and shares. At the same time, customers have become accustomed to a certain level of service and response time as well as entertaining and engaging content. With regards to Customer Relationship Management in Social Media, companies can monitor measures of Social Media Utilization, Brand Post Popularity and Customer Engagement. For this, data on competitors, vividness, interactivity, level of information or entertainment in posts, as well as advocacy, commitment and customer satisfaction need to be analyzed. The top ten German fashion retail companies are Bonprix, S.Oliver, ASOS, H&M, C&A, P&C, Tom Tailor, Esprit, Ernsting’s Family and Zara. In examining the top ten German fashion retail companies with regard to these measures, comparisons and conclusions can be drawn. The ten companies each used a mixture of video, picture and text content with different levels of interactivity and a variety of different topics. They also differed greatly concerning Most companies managed to optimally utilize Facebook. While some of the top ten companies excel in nearly all measures, others have a lot of room for improvement. The best company was S.Oliver, the worst one was H&M. The companies that are already at the top of the list need to take measures to maintain and improve their advantages while the ones lower in the ranking need to identify the appropriate avenues to boost commitment, satisfaction or utilization of Facebook by improving post interactivity, vividness and service level.

EducationsMSc in International Business, (Graduate Programme) Final Thesis
Publication date2017
Number of pages71