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2023 | OriginalPaper | Chapter

Social Media auf B-to-B-Märkten: Einsatzpotenziale in Marketing und Vertrieb

Authors : Björn S. Ivens, Philipp A. Rauschnabel, Alexander Leischnig, Sebastian Schubert

Published in: Digitalisierung im Vertrieb

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Social Media haben in den letzten Jahren auf Business-to-Business(B-to-B)-Märkten eine hohe Popularität erreicht. Social Media können auf sehr verschiedene Weisen Nutzen stiften, weshalb sie nicht nur auf Konsumentenmärkten, sondern auch bei Unternehmen, die vornehmlich in B-to-B-Märkten aktiv sind, verstärkt Anwendung finden. Gegenstand unseres Beitrags ist es, die Bedeutung sozialer Medien für B-to-B-Unternehmen und -Märkte zu beleuchten und aktuelle Entwicklungen zu diskutieren. Unser Beitrag widmet sich dabei dem Social-Media-Marketing in B-to-B-Unternehmen, wobei wir zwischen proaktivem und reaktivem Social-Media-Marketing unterscheiden. Der Beitrag diskutiert, welche Stakeholder-Gruppen mit Social Media angesprochen werden können, welche Einsatzpotenziale Social-Media-Marketing haben kann und worauf im Umgang mit Social Media geachtet werden sollte.

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Metadata
Title
Social Media auf B-to-B-Märkten: Einsatzpotenziale in Marketing und Vertrieb
Authors
Björn S. Ivens
Philipp A. Rauschnabel
Alexander Leischnig
Sebastian Schubert
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-658-38433-3_14