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

Author

Listed:
  • Knut Linke

    (University of Latvia Faculty of Business, Management and Economics, Latvia)

  • Torben Friedrich

    (University of Applied Sciences and Arts Hannover, German)

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.

Suggested Citation

  • Knut Linke & Torben Friedrich, 2018. "Analysis of B-2-C Social Media Communication in Germany," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 3(3), pages 23-31, March.
    • Handle: RePEc:mgs:jibrme:v:3:y:2018:i:3:p:23-31
    DOI: 10.18775/jibrm.1849-8558.2015.33.3002
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    More about this item

    Keywords

    Online social networks; Social media; Customer interaction pattern; Online marketing;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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