Effects of facebook activities on the performance of start-ups: an empirical study in the German crafts business sector
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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 contributions › Journal articles › Research › peer-review
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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 -