TY - THES A1 - Shiekh, Asmara Gul T1 - Comparative Analysis of open source and commercial social media for use in SMEs for acquiring new customers. N2 - Research on effectiveness of the use of commercial social media platforms in business capacity by small or large firms can be found in abundance. However, research material on the use and benefits of open source social media for small and medium enterprises is under researched. This study is aimed at exploring and comparing the relationship of how either of the social media; commercial and open source social platforms can be beneficial for the small and medium sized enterprises for customer acquisition. Two marketing professionals working in a Small and Medium sized Enterprise (SME) were interviewed to identify the possible benefits and issues SMEs could encounter when using commercial and open social media platforms for targeting new customers. While both the open and commercial social can benefit the SMEs in customer acquisition in different ways; for open source social media to be come the go to marketing medium for SMEs still has lower possibility. This study has limited implications because open source social media is an under researched topic specifically with regards to SMEs using this niche social media for customer acquisition. T3 - Abschlussarbeiten 2022 - 21 KW - open source software KW - open source social media KW - commercial social media KW - customer acquisition KW - social media marketing Y1 - ER -