Analysis of B-2-C Social Media Communication in Germany

Knut Linke and Torben Friedrich
Additional contact information
Knut Linke: University of Latvia Faculty of Business, Management and Economics, Latvia
Torben Friedrich: University of Applied Sciences and Arts Hannover, German

Journal of International Business Research and Marketing, 2018, vol. 3, issue 3, 23-31

Abstract: In this research paper, social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn. As research objects were the context of the interaction, the used and targeted social network functionalities and the behavior of the companies selected. The selection of social media accounts for the research included companies which are currently member from the stock market indices DAX and MDAX, additional online and offline retail business, successful German sports clubs, celebrities and others businesses. Also and to be sure to evaluate high-class social media marketing, the German social media award winners from 2015-2017 were analyzed. Out of the results of those two analyses, the results were derivate. The results display different usage approaches between the researched networks and the business fields. As result of the research, several contexts approaches for social media posts are defined. The results contain suggestions for the standardization of those contexts and the different approaches how functions from social networks can be used for user interactions. That includes the targeted reactions and standardized reactions of user interactions.

Keywords: Online social networks; Social media; Customer interaction pattern; Online marketing (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://researchleap.com/wp-content/uploads/2018/0 ... n-Germany.edited.pdf (application/pdf)
https://researchleap.com/analysis-b-2-c-social-media-communication-germany/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:3:y:2018:i:3:p:23-31

DOI: 10.18775/jibrm.1849-8558.2015.33.3002

Access Statistics for this article

More articles in Journal of International Business Research and Marketing from Inovatus Services Ltd.
Bibliographic data for series maintained by Bojan Obrenovic ().