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Executive Summary Impacting B2B Business Development with Social Media

By Werner Krings

Executive Summary Impacting B2B Business Development with Social Media

By Werner Krings

0 - Default Title
Description
Recent academic and practitioner studies indicated that Social Media in B2B-Business Development is an emerging phenomenon with little direction and scant guidance. While Social Media has received extensive attention in Business-To-Consumer, there is a paucity of Business-To-Business studies with joint research being a novelty. This research explored and explained how Social Media impacts the B2B-Business Development process cycle in the software solutions and services environment by testing a conceptual model applying a cross-sectional survey of more than 530 practitioners. This research developed a conceptual framework of different fields such as Relationship Marketing and Information System Theory incorporating Social Capital and Usage Criteria as critical moderators leading to new business. The B2B-Business Development process represents constructs conceptualizing the behavioral outcome of the business performance. The cross-sectional research design included open-ended expert, qualitative semi-structured interviews with gatekeepers and decision-makers complemented by an online survey. The findings supported the research model and produced substantial contributions.
Product details
Binding:
Paperback
Number of Pages:
64
Release Date:
2025-11-03
Publication Date:
2025-11-03
Publisher:
LAP LAMBERT Academic Publishing
Languages:
Original: English
ISBN10:
6209172792
ISBN13:
9786209172793
Weight:
113 g
Height:
150 cm
Width:
220 cm
Thickness:
4 cm
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