Abstract
How can companies place their content in the global communication landscape without large budgets? One method is the use of corporate influencers—own employees who take up the company’s topics on social media platforms and transport them with an authentic, personal touch. The advantages for the company: A wider reach beyond the official corporate channels, a richer communication design by the experts, as well as positive effects on the brand and overall perception.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Bauer et al. (2006).
- 2.
https://www.brandwatch.com/de/blog/statistiken-youtube/, Accessed: May 26, 2020.
- 3.
https://www.brandwatch.com/de/blog/twitter-statistiken/, Accessed: May 26, 2020.
- 4.
https://www.linkedin.com/pulse/influencer-engagement-b2b-environment-clarissa-haller/, Accessed: May 26, 2020.
- 5.
Hollensen et al. (2017)
- 6.
https://de.statista.com/statistik/daten/studie/37545/umfrage/anzahl-der-aktiven-nutzer-von-facebook/, Accessed: May 27, 2020.
- 7.
https://de.statista.com/themen/746/Xing/, Accessed: May 26, 2020.
- 8.
https://twitter.com/JoeKaeser, Accessed: May 26, 2020.
- 9.
https://twitter.com/elonmusk, Accessed: May 26, 2020.
- 10.
E.g. https://www.youtube.com/watch?v=xkhkCDGqFt4=11s, Accessed: May 26, 2020.
- 11.
E.g. https://www.youtube.com/watch?v=9ZDP-NffdXQ with around 17,000 hits or https://www.youtube.com/watch?v=Gh2fBLEmxpQ with over 140,000 hits (26.05.2020).
- 12.
https://www.linkedinsights.com/the-linkedin-algorithm-explained-in-25-frequently-asked-questions/, Accessed: May 26, 2020.
- 13.
E.g. at Deutsche Telekom: https://www.pressesprecher.com/nachrichten/wie-die-telekom-corporate-influencer-nutzt-162679779, Accessed: May 27, 2020.
- 14.
https://www.pressesprecher.com/nachrichten/siemens-warum-haller-kontrolle-abgibt-719299336, Accessed: 27.05.2020.
- 15.
https://www.youtube.com/watch?v=-r2sTlyF7Yw, Accessed: May 27, 2020.
- 16.
https://www.linkedin.com/sales/ssi, Accessed: May 27, 2020.
References
Bauer, H., Stokburger, G., Hammerschmidt, M. (2006): Marketing Performance. Messen - Analysieren - Optimieren. Wiesbaden: SpringerGabler
Hollensen, S., Kotler, P., & Opresnik, M. (2017). Social media marketing. A Practitioner Guide. o.O.: Opresnik Management Consulting.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Weinländer, M. (2021). Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media. In: Seebacher, U.G. (eds) B2B Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-54292-4_20
Download citation
DOI: https://doi.org/10.1007/978-3-030-54292-4_20
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-54291-7
Online ISBN: 978-3-030-54292-4
eBook Packages: Business and ManagementBusiness and Management (R0)