Effects of facebook activities on the performance of start-ups: an empirical study in the German crafts business sector

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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.
Translated title of the contributionDie Auswirkungen der Facebook-Aktivitäten des Existenzgründersauf den Unternehmenserfolg: Eine empirische Studie im deutschen Handwerk
Original languageEnglish
JournalDie Betriebswirtschaft
Volume 75
Issue number6
Pages (from-to)413-429
Number of pages17
Publication statusPublished - 2015

    Research areas

  • Entrepreneurship - facebook, marketing capacibilities, micro and small-sized enterprises, social capital, social networks, start-ups, success