Geomarketing in the era of social media; [Geomarketing im Zeitalter von Social Media]

Abstract

This article examines geomarketing in the era of social media. Social platforms can produce information about interests, interactions and activities that may have a geographic dimension. When used responsibly and with appropriate safeguards, such information can complement conventional market data and help organisations understand audiences and local patterns. GIS can support the visualisation of market areas, accessibility and spatial relationships. The topic also raises important questions about privacy, data quality, representativeness and the limits of drawing conclusions from online behaviour. It highlights the need to combine location-based analysis with careful interpretation and ethical data practices.