NDLI: Entrepreneurial marketing in online networks

Content Provider	Springer Nature Link
Author	Barrot, Christian Becker, Jan U. Clement, Michel
Copyright Year	2011
Abstract	Online-Netzwerke (z. B. Xing oder LinkedIn) werden zunehmend aus geschäftlichen Motiven genutzt, mitunter zur gezielten „Vermarktung“ der eigenen Person. So versuchen Führungskräfte und Entrepreneure mit gezielten Informationen in Online-Business-Netzwerken ein Markenimage aufzubauen und nutzen ihr Profil als Marketing-Instrument, um Geschäftskontakte zu managen. Auf der theoretischen Basis des Customer-based-brand-equity-Modells nach Keller (1993) wird das Nutzungsverhalten von Entrepreneuren in geschäftlichen Online-Netzwerken untersucht. Auf der Grundlage eines großzahligen repräsentativen Samples von Mitgliedern einer führenden kommerziellen Online-Plattform untersuchen wir empirisch, inwiefern Entrepreneure erfolgreich in Online-Netzwerken agieren und ob sich ihre Strategien von denen anderer Nutzer unterscheiden. Mit Hilfe von Seemingly-Unrelated-Regression-Schätzungen werden die Treiber der Seitenaufrufe bzw. der bestätigten Kontakte von Entrepreneuren ermittelt. Entrepreneure konzentrieren sich auf die Präsentation ihrer Nutzungsintention und Kompetenzen und sind wesentlich aktiver in der Community. Als zentrale Erfolgstreiber werden Gruppenmoderationen und Event-Teilnahmen identifiziert.A growing number of professionals use online social networks (e.g., Xing or LinkedIn) for business reasons by specifically promoting themselves. Especially executives and entrepreneurs use business social networks as a marketing tool in order to manage their business contacts and, thus, positioning themselves as a brand. Using on Keller’s (1993) customer-based brand equity model, we focus on the special behavior of entrepreneurs in such social networks. Based on the a large data set from a leading social network, we empirically analyze whether entrepreneurs act differently than other users and whether this strategy pays off. Based on a SUR model, we determine what the drivers for entrepreneurs’ profile views and contacts are. The results show that entrepreneurs focus on communicating their intentions and competencies and engage actively in the community. Especially participating in user groups and attending community events are key drivers for success.
Starting Page	5
Ending Page	25
Page Count	21
File Format	PDF
ISSN	00442372
Journal	Zeitschrift für Betriebswirtschaft
Volume Number	81
Issue Number	6
e-ISSN	18618928
Language	English
Publisher	SP Gabler Verlag
Publisher Date	2011-11-05
Publisher Place	Wiesbaden
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Social networks Business venturing Human brands Entrepreneurs Human Resource Management Organization/Planning Business/Management Science Production/Logistics/Supply Chain Management/Business for Professionals Accounting/Auditing
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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