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

Research output: Journal contributionsJournal articlesResearchpeer-review

Standard

Effects of facebook activities on the performance of start-ups: an empirical study in the German crafts business sector . / Pakura, Stefanie; Pakura, Adalbert.
In: Die Betriebswirtschaft, Vol. 75, No. 6, 2015, p. 413-429.

Research output: Journal contributionsJournal articlesResearchpeer-review

Harvard

APA

Vancouver

Bibtex

@article{f720a928ddd54a2fbe6d2bb60a6933b0,
title = "Effects of facebook activities on the performance of start-ups: an empirical study in the German crafts business sector ",
abstract = "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.",
keywords = "Entrepreneurship, facebook, marketing capacibilities, micro and small-sized enterprises, social capital, social networks, start-ups, success, Erfolg, Existensgr{\"u}ndung, Facebook, Marketing f{\"a}higkeiten, soziale Netzwerke, Socialkapital",
author = "Stefanie Pakura and Adalbert Pakura",
year = "2015",
language = "English",
volume = " 75",
pages = "413--429",
journal = "Die Betriebswirtschaft",
issn = "0342-7064",
publisher = "Sch{\"a}ffer-Poeschel Verlag",
number = "6",

}

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 -