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As a growing number of companies are active on social media platforms and since the virtual environment has become more complex, it is a competitive advantage to communicate online with the target group. Thus, knowing what sales impact these activities have and being aware of its limitations help maximise a company´s set goals. This study examines the influence of social media marketing on the traffic to a company´s website and the subscription to its service. Additionally, the impact of a firm´s resources on social media and the resulting challenges a business face, are investigated.

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Werthmueller, Sarah
Ms Sarah Werthmueller has a Bachelor´s and Master´s degree in International Business. Since graduating, she has been working in the field of Marketing.

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