Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media

Markus Weinländer ()
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Markus Weinländer: Siemens AG, Digital Industries

Chapter 20 in B2B Marketing, 2021, pp 485-502 from Springer

Abstract: 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.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-54292-4_20

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DOI: 10.1007/978-3-030-54292-4_20

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