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

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Digitalisierung im Vertrieb

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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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Authors and Affiliations

  1. Otto-Friedrich-Universität Bamberg, Bamberg, Deutschland

    Björn S. Ivens

  2. Universität der Bundeswehr München, Neubiberg, Deutschland

    Philipp A. Rauschnabel

  3. Technische Universität Bergakademie Freiberg, Freiberg, Deutschland

    Alexander Leischnig & Sebastian Schubert

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  1. Björn S. Ivens
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  2. Philipp A. Rauschnabel
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  3. Alexander Leischnig
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  4. Sebastian Schubert
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Correspondence to Björn S. Ivens .

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  1. Hamburger Fern-Hochschule, Hamburg, Hamburg, Deutschland

    Lars Binckebanck

  2. Hochschule Esslingen University of Applied Sciences, Esslingen, Deutschland

    Rainer Elste

  3. Justus-Liebig-Universität Gießen, Gießen, Hessen, Deutschland

    Alexander Haas

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Ivens, B.S., Rauschnabel, P.A., Leischnig, A., Schubert, S. (2023). Social Media auf B-to-B-Märkten: Einsatzpotenziale in Marketing und Vertrieb. In: Binckebanck, L., Elste, R., Haas, A. (eds) Digitalisierung im Vertrieb. Edition Sales Excellence. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-38433-3_14

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