{"product_id":"executive-summary-impacting-b2b-business-development-with-social-media-von-werner-krings","title":"Executive Summary Impacting B2B Business Development with Social Media","description":"\u003cp\u003eRecent academic and practitioner studies indicated that Social Media in B2B-Business Development is an emerging phenomenon with little direction and scant guidance. While Social Media has received extensive attention in Business-To-Consumer, there is a paucity of Business-To-Business studies with joint research being a novelty. This research explored and explained how Social Media impacts the B2B-Business Development process cycle in the software solutions and services environment by testing a conceptual model applying a cross-sectional survey of more than 530 practitioners. This research developed a conceptual framework of different fields such as Relationship Marketing and Information System Theory incorporating Social Capital and Usage Criteria as critical moderators leading to new business. The B2B-Business Development process represents constructs conceptualizing the behavioral outcome of the business performance. The cross-sectional research design included open-ended expert, qualitative semi-structured interviews with gatekeepers and decision-makers complemented by an online survey. The findings supported the research model and produced substantial contributions.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9786139938643\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9786139938643","offer_id":39464603713629,"sku":"9786139938643","price":26.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/24f558f4-25b5-4c32-9b01-977e62fc3f3e.jpg?v=1775196336","url":"https:\/\/shop.autorenwelt.de\/en\/products\/executive-summary-impacting-b2b-business-development-with-social-media-von-werner-krings","provider":"Autorenwelt Shop","version":"1.0","type":"link"}