TY  - CHAP
U1  - Konferenzveröffentlichung
A1  - Stei, Gerald
A1  - Rossmann, Alexander
T1  - Social media in business-to-business sales relationships : an empirical analysis
T2  - Collaboration in research : EMAC 2015, Leuven (Belgium), May 26 - 29, 2015
N2  - In recent years, the rise of social media received significant importance in marketing research and practice. Consequently, interfaces to social media platforms have also been integrated into Business-to-Business (B2B) salesforce applications, although very little is as yet known about their usage and general impact on B2B sales performance. This paper evaluates 1) the conceptualization of social media usage in dyadic B2B relationships; 2) the effects of a more differentiated usage construct on customer satisfaction; 3) antecedents of social media usage on multiple levels; and 4) the effectiveness of social media usage for different types of cus-tomers. The framework presented here is tested cross-industry against data collected from dyadic buyer-seller relationships in the IT service industry. The results elucidate the precondi-tions and the impact of social media usage strategies in B2B sales relations.
KW  - social media
KW  - sales
KW  - business-to-business marketing
KW  - customer satisfaction
Y1  - 2015
SP  - 1
EP  - 7
S1  - 7
PB  - EMAC
CY  - Leuven
ER  -