P244 - DEC 2015 - Digital Enterprise Computing
Permanent URI for this collectionhttps://dl.gi.de/handle/20.500.12116/21109
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Conference Paper Sales 2.0 in business-to-business (B2B) networks: conceptualization and impact of social media in B2B sales relationship(Gesellschaft für Informatik e.V., 2015) Rossmann, Alexander; Stei, Gerald; Zimmermann, Alfred; Rossmann, AlexanderIn recent years, the rise of the digital transformation received significant importance in Business-to-Business (B2B) research. Social media applications provide executives with a raft of new options. Consequently, interfaces to social media platforms have also been integrated into 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 a dyadic B2B relationship; 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 customers. 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 preconditions and the impact of social media usage strategies in B2B sales relations.Conference Paper User Engagement in Corporate Facebook Communities(Gesellschaft für Informatik e.V., 2015) Rossmann, Alexander; Stei, Gerald; Zimmermann, Alfred; Rossmann, AlexanderThe stimulation of user engagement has received significant attention in extant research. However, the theory of antecedents for user engagement with an initial electronic word-of-mouth (eWoM) communication is relatively less developed. In an investigation of 576 unique user postings across independent Facebook (FB) communities for two German firms, we contribute to the extant knowledge on user engagement in two different ways. First, we explicate senders' prior usage experience and the extent of their acquaintance with other community members as the two key drivers of user engagement across a product and a service community. Second, we reveal that these main effects differ according to the type of community. In service communities, experience has a stronger impact on user engagement; whereas, in product communities, acquaintance is more important.Conference Paper Customer services in the digital transformation: social media versus hotline channel performance(Gesellschaft für Informatik e.V., 2015) Rossmann, Alexander; Stei, Gerald; Zimmermann, Alfred; Rossmann, AlexanderDue to the digital transformation online service strategies have gained prominence in practice as well as in the theory of service management. This study examines the efficacy of different types of service channels in customer complaint handling. The theoretical framework, developed using complaint handling and social media literature, is tested against data collected from two different channels (hotline and social media) of a German telecommunication service provider. We contribute to the understanding of firm's multichannel distribution strategy in two ways: a) by conceptualizing and evaluating complaint handling quality across traditional and social media channels, and b) by testing the impact of complaint handling quality on key performance outcomes like customer loyalty, positive word-of-mouth, and cross-purchase intentions.
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