Kahl, ChristianAlbers, AndreasBick, MarkusEulgem, StefanFleisch, ElgarHampe, J. FelixKönig-Ries, BirgittaLehner, FranzPousttchi, KeyRannenberg, Kai2019-01-112019-01-112010978-3-88579-257-4https://dl.gi.de/handle/20.500.12116/19064Theoretically, Social Networks offer prospective opportunities for marketing activities. Large audiences spend a considerable amount of time in such networks and disclose significant amounts of personal data, which could serve as a foundation for highly targeted online marketing campaigns. However, by now, Social Networks did not actually succeed in turning these potentials into substantial revenues for their operators. Therefore, we present a novel approach towards integration of marketing into Social Networks by specially considering a user's need to communicate rather than to satisfy informative needs. Our approach aims to enrich the user communication with marketing, in order to gain the users attention more effectively.enText/Conference Paper1617-5468