Effects of facebook activities on the performance of start-ups: an empirical study in the German crafts business sector
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
Standard
in: Die Betriebswirtschaft, Jahrgang 75, Nr. 6, 2015, S. 413-429.
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
Harvard
APA
Vancouver
Bibtex
}
RIS
TY - JOUR
T1 - Effects of facebook activities on the performance of start-ups
T2 - an empirical study in the German crafts business sector
AU - Pakura, Stefanie
AU - Pakura, Adalbert
PY - 2015
Y1 - 2015
N2 - The usage of social network services such as Face-book is on the rise. But can firm performance be linked to the use of Facebook as a marketing and networking tool? Analyzing data on 1,971 firms, we show that the activity on Facebook by the owner of a micro or small enterprise in the German crafts business sector has a positive impact on firm per-formance. Applying the approach on marketing capabilities to the case of Facebook, we can link marketing capabilities (in the context of Facebook) directly to firm success. Facebook marketing capa-bilities turn into a valuable key factor for micro and small enterprises to outperform their competitors and provide superior value to customers. Further-more, we investigate online social capital and so-cial interaction on Facebook.
AB - The usage of social network services such as Face-book is on the rise. But can firm performance be linked to the use of Facebook as a marketing and networking tool? Analyzing data on 1,971 firms, we show that the activity on Facebook by the owner of a micro or small enterprise in the German crafts business sector has a positive impact on firm per-formance. Applying the approach on marketing capabilities to the case of Facebook, we can link marketing capabilities (in the context of Facebook) directly to firm success. Facebook marketing capa-bilities turn into a valuable key factor for micro and small enterprises to outperform their competitors and provide superior value to customers. Further-more, we investigate online social capital and so-cial interaction on Facebook.
KW - Entrepreneurship
KW - facebook
KW - marketing capacibilities
KW - micro and small-sized enterprises
KW - social capital
KW - social networks
KW - start-ups
KW - success
KW - Erfolg
KW - Existensgründung
KW - Facebook
KW - Marketing fähigkeiten
KW - soziale Netzwerke
KW - Socialkapital
M3 - Journal articles
VL - 75
SP - 413
EP - 429
JO - Die Betriebswirtschaft
JF - Die Betriebswirtschaft
SN - 0342-7064
IS - 6
ER -