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.
| Translated title of the contribution | Die Auswirkungen der Facebook-Aktivitäten des Existenzgründersauf den Unternehmenserfolg: Eine empirische Studie im deutschen Handwerk |
|---|---|
| Original language | English |
| Journal | Die Betriebswirtschaft |
| Volume | 75 |
| Issue number | 6 |
| Pages (from-to) | 413-429 |
| Number of pages | 17 |
| ISSN | 0342-7064 |
| Publication status | Published - 2015 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 8 Decent Work and Economic Growth -
SDG 9 Industry, Innovation, and Infrastructure
Research areas and keywords
- Entrepreneurship
- marketing capacibilities
- micro and small-sized enterprises
- social capital
- social networks
- start-ups
- success
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