{
  "@graph" : [ {
    "@id" : "http://cris.nrw/date2022",
    "@type" : [ "obo:BFO_0000003", "obo:BFO_0000008", "vivo:DateTimeValue", "obo:BFO_0000148" ],
    "rdf:type" : [ {
      "@id" : "obo:BFO_0000001"
    }, {
      "@id" : "owl:Thing"
    } ]
  }, {
    "@id" : "thkoeln:Artikel",
    "@type" : "owl:Class",
    "label" : [ {
      "@language" : "de-de",
      "@value" : "Artikel"
    }, {
      "@language" : "en-us",
      "@value" : "Article"
    } ]
  }, {
    "@id" : "thkoeln:Journalartikel",
    "@type" : "owl:Class",
    "label" : [ {
      "@language" : "en-us",
      "@value" : "Journal Article"
    }, {
      "@language" : "de-de",
      "@value" : "Journalartikel"
    } ]
  }, {
    "@id" : "thkoeln:Publikation",
    "@type" : "owl:Class",
    "label" : [ {
      "@language" : "de-de",
      "@value" : "Publikationen"
    }, {
      "@language" : "en-us",
      "@value" : "Publications"
    } ]
  }, {
    "@id" : "http://cris.nrw/hisinone/RessourceText",
    "@type" : [ "owl:NamedIndividual", "http://cris.nrw/hisinone/ArtderRessource" ],
    "rdf:type" : {
      "@id" : "owl:Thing"
    },
    "label" : [ {
      "@language" : "de-de",
      "@value" : "Text"
    }, {
      "@language" : "en-us",
      "@value" : "Text"
    } ]
  }, {
    "@id" : "http://cris.nrw/hisinone/RestrictedAccess",
    "@type" : [ "http://cris.nrw/hisinone/Zugangsrecht", "owl:NamedIndividual" ],
    "rdf:type" : {
      "@id" : "owl:Thing"
    },
    "label" : [ {
      "@language" : "en-us",
      "@value" : "Restricted Access"
    }, {
      "@language" : "de-de",
      "@value" : "Restricted Access"
    } ]
  }, {
    "@id" : "obo:BFO_0000001",
    "@type" : "owl:Class",
    "label" : [ {
      "@language" : "de-de",
      "@value" : "Entität"
    }, {
      "@language" : "en-us",
      "@value" : "Entity"
    }, {
      "@language" : "en",
      "@value" : "Entity"
    } ]
  }, {
    "@id" : "obo:BFO_0000002",
    "@type" : "owl:Class",
    "label" : [ {
      "@language" : "de-de",
      "@value" : "Kontinuant"
    }, {
      "@language" : "en-us",
      "@value" : "Continuant"
    }, {
      "@language" : "en",
      "@value" : "Continuant"
    } ]
  }, {
    "@id" : "obo:BFO_0000031",
    "@type" : "owl:Class",
    "label" : [ {
      "@language" : "de-de",
      "@value" : "Bedingter Kontinuant"
    }, {
      "@language" : "en-us",
      "@value" : "Generically Dependent Continuant"
    }, {
      "@language" : "en",
      "@value" : "Generically Dependent Continuant"
    } ]
  }, {
    "@id" : "obo:IAO_0000030",
    "@type" : "owl:Class",
    "label" : [ {
      "@language" : "de-de",
      "@value" : "Entität für Informationsinhalt"
    }, {
      "@language" : "en-us",
      "@value" : "Information Content Entity"
    }, {
      "@language" : "en",
      "@value" : "Information Content Entity"
    } ]
  }, {
    "@id" : "bibo:Document",
    "@type" : "owl:Class",
    "label" : [ {
      "@language" : "de-de",
      "@value" : "Dokument"
    }, {
      "@language" : "en-us",
      "@value" : "Document"
    }, {
      "@language" : "en",
      "@value" : "Document"
    } ]
  }, {
    "@id" : "owl:Thing",
    "@type" : "owl:Class"
  }, {
    "@id" : "https://fis.th-koeln.de/vivo/individual/10000130",
    "@type" : [ "thkoeln:Organisationseinheit", "foaf:Agent", "obo:BFO_0000004", "foaf:Organization" ],
    "istOrganisationseinheitVon" : "https://fis.th-koeln.de/vivo/individual/publ_14058",
    "rdf:type" : [ {
      "@id" : "obo:BFO_0000001"
    }, {
      "@id" : "obo:BFO_0000002"
    }, {
      "@id" : "owl:Thing"
    } ],
    "label" : "Schmalenbach Institut für Wirtschaftswissenschaften"
  }, {
    "@id" : "https://fis.th-koeln.de/vivo/individual/FF_001",
    "istForschungsfeldvon" : "https://fis.th-koeln.de/vivo/individual/publ_14058"
  }, {
    "@id" : "https://fis.th-koeln.de/vivo/individual/aut_14058-1",
    "@type" : [ "obo:BFO_0000020", "vivo:Authorship", "vivo:Relationship" ],
    "relates" : "https://fis.th-koeln.de/vivo/individual/publ_14058",
    "rdf:type" : [ {
      "@id" : "obo:BFO_0000001"
    }, {
      "@id" : "obo:BFO_0000002"
    }, {
      "@id" : "owl:Thing"
    } ]
  }, {
    "@id" : "https://fis.th-koeln.de/vivo/individual/aut_14058-2",
    "@type" : [ "obo:BFO_0000020", "vivo:Authorship", "vivo:Relationship" ],
    "relates" : "https://fis.th-koeln.de/vivo/individual/publ_14058",
    "rdf:type" : [ {
      "@id" : "obo:BFO_0000001"
    }, {
      "@id" : "obo:BFO_0000002"
    }, {
      "@id" : "owl:Thing"
    } ]
  }, {
    "@id" : "https://fis.th-koeln.de/vivo/individual/cite_14058-0",
    "@type" : "thkoeln:Zitat",
    "rdf:type" : {
      "@id" : "owl:Thing"
    }
  }, {
    "@id" : "https://fis.th-koeln.de/vivo/individual/cite_14058-1",
    "@type" : "thkoeln:Zitat",
    "rdf:type" : {
      "@id" : "owl:Thing"
    }
  }, {
    "@id" : "https://fis.th-koeln.de/vivo/individual/cite_14058-2",
    "@type" : "thkoeln:Zitat",
    "rdf:type" : {
      "@id" : "owl:Thing"
    }
  }, {
    "@id" : "https://fis.th-koeln.de/vivo/individual/journal_3067",
    "@type" : [ "bibo:Collection", "thkoeln:Zeitschrift", "bibo:Journal", "bibo:Periodical" ],
    "publicationVenueFor" : "https://fis.th-koeln.de/vivo/individual/publ_14058",
    "rdf:type" : [ {
      "@id" : "obo:BFO_0000002"
    }, {
      "@id" : "obo:BFO_0000031"
    }, {
      "@id" : "obo:IAO_0000030"
    }, {
      "@id" : "obo:BFO_0000001"
    }, {
      "@id" : "owl:Thing"
    } ],
    "label" : "Transfer"
  }, {
    "@id" : "https://fis.th-koeln.de/vivo/individual/publ_14058",
    "@type" : "foaf:Document",
    "URL" : "https://transfer-zeitschrift.net/",
    "dokumententyp" : "Wissenschaftlicher Artikel",
    "peerReviewed" : "true",
    "sprache" : "deutsch",
    "status" : "validiert",
    "hatForschungsfeld" : "https://fis.th-koeln.de/vivo/individual/FF_001",
    "hatOrganisationseinheit" : "https://fis.th-koeln.de/vivo/individual/10000130",
    "hatRessourceart" : "http://cris.nrw/hisinone/RessourceText",
    "hatZitat" : [ "https://fis.th-koeln.de/vivo/individual/cite_14058-2", "https://fis.th-koeln.de/vivo/individual/cite_14058-1", "https://fis.th-koeln.de/vivo/individual/cite_14058-0" ],
    "hatZugangsrecht" : "http://cris.nrw/hisinone/RestrictedAccess",
    "date" : "2026-04-04T03:17:06",
    "publisher" : "https://fis.th-koeln.de/vivo",
    "rights" : "https://fis.th-koeln.de/vivo/termsOfUse",
    "abstract" : "Es ist eine zentrale Aufgabe im heutigen Marketingmanagement zu verstehen, wie ein Beitrag auf Social-Media-Kanälen wie Instagram, Facebook, TikTok oder YouTube besonders erfolgreich wird. Nur durch den Erfolg dieser Social-Media-Beiträge, beispielsweise gemessen an den erreichten Kundenreaktionen in Form von „Likes“, zahlt sich Social-Media-Marketing langfristig für Unternehmen aus. Die Forschung bietet bisher jedoch noch keine ausreichenden  Erkenntnisse darüber, wie konkret ein Social-Media-Beitrag gestaltet sein muss, damit die Nutzerreaktionen möglichst hoch ausfallen. Am Beispiel der Schuheinzelhandelsbranche auf Instagram wird untersucht, welchen Einfluss die Produktpräsentation (Produkt und Mensch vs. nur Produkt), der Gesichtsausdruck  (lächelnd vs. neutral) und die Veröffentlichungszeit (vormittags vs.  nachmittags) auf die Anzahl an „Likes“ eines Bildbeitrags hat. Die Ergebnisse zeigen, dass die Nutzerreaktionen auf einen Bildbeitrag durch alle drei Faktoren signifikant beeinflusst werden können.",
    "issue" : "4",
    "pageEnd" : "73",
    "pageStart" : "68",
    "volume" : "68",
    "mostSpecificType" : "thkoeln:Journalartikel",
    "dateTimeValue" : "http://cris.nrw/date2022",
    "freetextKeyword" : [ "Gesichter", "Social-Media-Marketing", "Instagram", "Like", "Veröffentlichungszeit" ],
    "hasPublicationVenue" : "https://fis.th-koeln.de/vivo/individual/journal_3067",
    "relatedBy" : [ "https://fis.th-koeln.de/vivo/individual/aut_14058-1", "https://fis.th-koeln.de/vivo/individual/aut_14058-2" ],
    "rdf:type" : [ {
      "@id" : "thkoeln:Artikel"
    }, {
      "@id" : "obo:BFO_0000002"
    }, {
      "@id" : "owl:Thing"
    }, {
      "@id" : "obo:IAO_0000030"
    }, {
      "@id" : "obo:BFO_0000001"
    }, {
      "@id" : "bibo:Document"
    }, {
      "@id" : "thkoeln:Publikation"
    }, {
      "@id" : "obo:BFO_0000031"
    }, {
      "@id" : "thkoeln:Journalartikel"
    } ],
    "label" : [ "RDF description of Erfolgreiches Social Media Marketing. Welche Bildinhalte und Veröffentlichungszeiten erhöhen die „Likes“ von Beiträgen auf Instagram? - https://fis.th-koeln.de/vivo/individual/publ_14058", "Erfolgreiches Social Media Marketing. Welche Bildinhalte und Veröffentlichungszeiten erhöhen die „Likes“ von Beiträgen auf Instagram?" ]
  } ],
  "@context" : {
    "label" : {
      "@id" : "http://www.w3.org/2000/01/rdf-schema#label"
    },
    "istForschungsfeldvon" : {
      "@id" : "http://cris.nrw/hisinone/istForschungsfeldvon",
      "@type" : "@id"
    },
    "peerReviewed" : {
      "@id" : "http://cris.nrw/hisinone#peerReviewed"
    },
    "volume" : {
      "@id" : "http://purl.org/ontology/bibo/volume"
    },
    "URL" : {
      "@id" : "http://cris.nrw/hisinone#URL"
    },
    "hatZitat" : {
      "@id" : "http://cris.nrw/hisinone/hatZitat",
      "@type" : "@id"
    },
    "relatedBy" : {
      "@id" : "http://vivoweb.org/ontology/core#relatedBy",
      "@type" : "@id"
    },
    "dateTimeValue" : {
      "@id" : "http://vivoweb.org/ontology/core#dateTimeValue",
      "@type" : "@id"
    },
    "hatZugangsrecht" : {
      "@id" : "http://cris.nrw/hisinone/hatZugangsrecht",
      "@type" : "@id"
    },
    "sprache" : {
      "@id" : "http://cris.nrw/hisinone#sprache"
    },
    "hasPublicationVenue" : {
      "@id" : "http://vivoweb.org/ontology/core#hasPublicationVenue",
      "@type" : "@id"
    },
    "freetextKeyword" : {
      "@id" : "http://vivoweb.org/ontology/core#freetextKeyword"
    },
    "rights" : {
      "@id" : "http://purl.org/dc/elements/1.1/rights",
      "@type" : "@id"
    },
    "status" : {
      "@id" : "http://cris.nrw/hisinone#status"
    },
    "issue" : {
      "@id" : "http://purl.org/ontology/bibo/issue"
    },
    "publisher" : {
      "@id" : "http://purl.org/dc/elements/1.1/publisher",
      "@type" : "@id"
    },
    "dokumententyp" : {
      "@id" : "http://cris.nrw/hisinone#dokumententyp"
    },
    "hatRessourceart" : {
      "@id" : "http://cris.nrw/hisinone/hatRessourceart",
      "@type" : "@id"
    },
    "hatOrganisationseinheit" : {
      "@id" : "http://cris.nrw/hisinone/hatOrganisationseinheit",
      "@type" : "@id"
    },
    "hatForschungsfeld" : {
      "@id" : "http://cris.nrw/hisinone/hatForschungsfeld",
      "@type" : "@id"
    },
    "abstract" : {
      "@id" : "http://purl.org/ontology/bibo/abstract"
    },
    "pageStart" : {
      "@id" : "http://purl.org/ontology/bibo/pageStart"
    },
    "mostSpecificType" : {
      "@id" : "http://vitro.mannlib.cornell.edu/ns/vitro/0.7#mostSpecificType",
      "@type" : "@id"
    },
    "date" : {
      "@id" : "http://purl.org/dc/elements/1.1/date",
      "@type" : "http://www.w3.org/2001/XMLSchema#dateTime"
    },
    "pageEnd" : {
      "@id" : "http://purl.org/ontology/bibo/pageEnd"
    },
    "relates" : {
      "@id" : "http://vivoweb.org/ontology/core#relates",
      "@type" : "@id"
    },
    "istOrganisationseinheitVon" : {
      "@id" : "http://cris.nrw/hisinone/istOrganisationseinheitVon",
      "@type" : "@id"
    },
    "publicationVenueFor" : {
      "@id" : "http://vivoweb.org/ontology/core#publicationVenueFor",
      "@type" : "@id"
    },
    "ocrer" : "http://purl.org/net/OCRe/research.owl#",
    "owl" : "http://www.w3.org/2002/07/owl#",
    "scires" : "http://vivoweb.org/ontology/scientific-research#",
    "xsd" : "http://www.w3.org/2001/XMLSchema#",
    "skos" : "http://www.w3.org/2004/02/skos/core#",
    "rdfs" : "http://www.w3.org/2000/01/rdf-schema#",
    "ocresd" : "http://purl.org/net/OCRe/study_design.owl#",
    "swo" : "http://www.ebi.ac.uk/efo/swo/",
    "cito" : "http://purl.org/spar/cito/",
    "geo" : "http://aims.fao.org/aos/geopolitical.owl#",
    "ocresst" : "http://purl.org/net/OCRe/statistics.owl#",
    "dcterms" : "http://purl.org/dc/terms/",
    "vivo" : "http://vivoweb.org/ontology/core#",
    "event" : "http://purl.org/NET/c4dm/event.owl#",
    "vann" : "http://purl.org/vocab/vann/",
    "foaf" : "http://xmlns.com/foaf/0.1/",
    "c4o" : "http://purl.org/spar/c4o/",
    "fabio" : "http://purl.org/spar/fabio/",
    "vcard" : "http://www.w3.org/2006/vcard/ns#",
    "thkoeln" : "http://cris.nrw/hisinone#",
    "vitro" : "http://vitro.mannlib.cornell.edu/ns/vitro/0.7#",
    "vitro-public" : "http://vitro.mannlib.cornell.edu/ns/vitro/public#",
    "rdf" : "http://www.w3.org/1999/02/22-rdf-syntax-ns#",
    "ocresp" : "http://purl.org/net/OCRe/study_protocol.owl#",
    "bibo" : "http://purl.org/ontology/bibo/",
    "obo" : "http://purl.obolibrary.org/obo/",
    "ro" : "http://purl.obolibrary.org/obo/ro.owl#"
  }
}
