New business client acquisition using social networking sites

Abstract

The rapid development and expansion of the social services and social networking sites (SNSs) on the Internet has boosted interdisciplinary research on online communities as a part of social network analysis. Social networking creates a unique opportunity to establish new business contacts with people from unexplored markets to gain new customers or contractors. The goal of the paper is to present a new idea for acquisition of new customers in the business-to-business market using individual human relationships existing SNSs. In order to find an appropriate solution, the SCAN method (System for Client Acquisition via Social Network) has been proposed. This method is a B2B application to support new markets gaining process. It makes use of paths over human relationships that lead in the shortest and steadfast way from the searching company members to the potential clients represented by their selected employees.

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

“…These findings are consistent with previous research findings (e.g. Kietzmann et al, 2011;Ribiere and Tuggle, 2010;Kazienko et al, 2013;Constantinides et al, 2008;Jussila et al, 2014;Nord et al, 2018). Such about the firm, its products and about their own needs and preferences.…”

“…Examples of these benefits are that they make it possible to share tacit knowledge and facilitate the acquisition of knowledge (Ribiere and Tuggle, 2010). In order to achieve business success, the social media can be used not only to deliver information to customers but also to gather information about clients and potential markets (Kazienko et al, 2013). A considerable body of research exists on the high quality of useful information that can be obtained by monitoring social media platforms for marketing purposes, i.e.…”

“…The social media, specifically Facebook and LinkedIn, could be valuable to B2B firms by enabling them also to identify potential partners. Kazienko (2013) asserted that organizations' use of the social media enhances international customer relations and therefore their export performance. Michaelidou et al (2011) stated that B2B companies can use the social media both to attract new customers and to cultivate existing relationships.…”

Predicting user behavior in electronic markets based on personality-mining in large online social networks

“…Prior research on electronic markets has shown that incorporating personal data into electronic market mechanisms is very useful -for example for customer acquisition (Kazienko et al 2013) or better pricing (Rayna et al 2015). The conceptional framework by Ngai et al (2015a) opens the way to develop social network applications for electronic markets based on a user's personality as a well established theoretical basis for assessing consumer behavior.…”

Skillrank: Towards a Hybrid Method to Assess Quality and Confidence of Professional Skills in Social Networks

“…Finally the relevance of expertise ranking in social networks and Internet has been presented in some works to understand and exploit enterprise know-how [45], find competence gaps and learning needs inside corporations [46], improve Scrum processes [47], improve human to human interactions [48], or tackling information asymmetries in electronic marketplaces [49] to name a few.…”