The Impact of Viral Marketing on B2B Small and Medium Enterprises in Germany

  • The advertising industry has strongly changed over the past years. Obviously, the coming of digital media has created networking between consumers and revolutionized traditional marketing toward companies building lasting relationship with potential customers and thereby generating an exponential growth in exposure and influence still called viral marketing. Despite the fact that viral marketing is an old topic, its relevancy in the business area is quite recent. However, little research is devoted to the adoption and internal usage of social media in SMEs, which are of high social and economic importance. Findings of numerous researches on this topic have been constructed on the B2C market. For this reasons, the aim of this study seeks to address the gap in knowledge regarding the use of social media in the B2B SMEs in Germany.

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Metadaten
Author:Marie Louise Tongbong
Advisor:Heike Stengel
Document Type:Bachelor Thesis
Language:English
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Date of final exam:2017/02/28
Release Date:2017/11/21
Tag:B2B; B2C; Digital marketing; SMEs; Social media; Viral marketing
Pagenumber:40
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Access Rights:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG