The use and evaluation of social media by new enterprises in Germany–an empirical analysis

Christian Scheiner, Patrick Edery, M. Goranova, Kai Ingo Voigt


Telecommunication developments in the last years have made it possible for digital media and technologies to enable multilateral interactions through the Internet. A major share of the related transfer of information takes place in social media, which serve as an exchange platform. Due to lower entry barriers, social media offer an attractive option to new enterprises, which need to steer their activities in consideration of their limited resources. Although the importance and the use of social media with regard to new enterprises is generally recognized, there can only be found individual studies on this subject based on quantitative data collection. It is therefore the aim of this study to empirically assess the general awareness of social media, the rational for and against using social media, and the experiences by new enterprises. 451 companies have been invited to participate. 68 out of 120 responses could be used for …
Original languageEnglish
Publication statusPublished - 2014
Event13th International Marketing Trends Conference - Venedig, Italy
Duration: 24.01.201425.01.2014


Conference13th International Marketing Trends Conference


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