000164731 001__ 164731 000164731 005__ 20180122232050.0 000164731 0247_ $$2Other$$aISSN 2194-511X 000164731 037__ $$a1021-2016-81784 000164731 041__ $$aen_US 000164731 245__ $$aThe Use of Social Media within the Austrian Supply Chain for Food and Beverages 000164731 260__ $$c2013-09 000164731 269__ $$a2013-09 000164731 270__ $$moliver.meixner@boku.ac.at$$pMeixner, Oliver 000164731 270__ $$mrainer.haas@boku.ac.at$$pHaas, Rainer 000164731 270__ $$mhelmut.moosbrugger@hotmail.com$$pMoosbrugger, Helmut 000164731 270__ $$mphillip.magdits@rwa.at$$pMagdits, Philipp 000164731 271__ $$mschiefer@uni-bonn.de$$pSchiefer, Gerhard 000164731 271__ $$mulb20a@uni-bonn.de$$pRickert, Ursula 000164731 300__ $$a14 000164731 336__ $$aConference Paper/ Presentation 000164731 520__ $$aIn addition to traditional marketing communication instruments, social media marketing has become a powerful tool of interaction with participants within supply chains. An increasing number of com-panies, especially in the US, are using social media platforms not only to market their products and manage their customer relationships, but also to initiate active interaction and communication with current and prospective customers. One core objective of this study was to evaluate certain content and contact features, as well as social media activities of companies of the Austrian food and bever-age industry. The evaluation of the content and interactivity possibilities on corporate websites was carried out with a set of criteria that had been elaborated according to research literature. Another objective was to gain insights into threats, risks, and opportunities for companies when interacting with customers by means of social media. This was done by a qualitative survey amongst Austrian business leaders. The research study clearly shows that a minority of the Austrian food and beverage industry actively uses social media platforms for marketing purposes and interaction with present and potential cus-tomers. Usually the platforms are not applied for active customer relationship management but for distributing exactly the same advertising messages already broadcasted via traditional mass media. The basics of a successful customer relationship management by use of social media are frankness, willingness to engage in dialogue, truthfulness and a short reaction time. In this case, potentials can be activated, while risks are minimized. The results imply that social media applications are innova-tive alternatives for implementing effective customer relationship management initiating a true dia-logue with customers. However, more knowledge on how to properly use social media marketing seems to be necessary within the food sector. 000164731 542__ $$fLicense granted by Ursula Rickert (ulb20a@uni-bonn.de) on 2014-03-13T08:53:01Z (GMT): <center> <h2> Deposit Agreement </h2> </center> I represent that I am the creator of the digital material identified herein (“Work”). I represent that the work is original and that I either own all rights of copyright or have the right to deposit the copy in a digital archive such as AgEcon Search. I represent that in regard to any non-original material included in the Work I have secured written permission of the copyright owner (s) for this use or believe this use is allowed by law. I further represent that I have included all appropriate credits and attributions. I hereby grant the Regents of the University of Minnesota (“University”), through AgEcon Search, a non-exclusive right to access, reproduce, and distribute the Work, in whole or in part, for the purposes of security, preservation, and perpetual access. I grant the University a limited, non-exclusive right to make derivative works for the purpose of migrating the Work to other media or formats in order to preserve access to the Work. I do not transfer or intend to transfer any right of copyright or other intellectual property to the University. If the Deposit Agreement is executed by the Author�s Representative, the Representative shall separately execute the following representation: I represent that I am authorized by the Author to execute this Deposit Agreement on behalf of the Author. 000164731 650__ $$aAgribusiness 000164731 650__ $$aAgricultural and Food Policy 000164731 650__ $$aFarm Management 000164731 650__ $$aInstitutional and Behavioral Economics 000164731 650__ $$aResource /Energy Economics and Policy 000164731 6531_ $$aWeb 2.0 000164731 6531_ $$afood industry 000164731 6531_ $$acommunication 000164731 6531_ $$asocial media 000164731 700__ $$aMeixner, Oliver 000164731 700__ $$aHaas, Rainer 000164731 700__ $$aMoosbrugger, Helmut 000164731 700__ $$aMagdits, Philipp 000164731 720__ $$aSchiefer, Gerhard$$eeditor 000164731 720__ $$aRickert, Ursula$$eeditor 000164731 773__ $$d2013$$o13$$q1 000164731 8564_ $$s246609$$uhttp://ageconsearch.umn.edu/record/164731/files/1-Meixner.pdf 000164731 887__ $$ahttp://purl.umn.edu/164731 000164731 909CO $$ooai:ageconsearch.umn.edu:164731$$pGLOBAL_SET 000164731 912__ $$nSubmitted by Ursula Rickert (ulb20a@uni-bonn.de) on 2014-03-13T09:07:29Z No. of bitstreams: 1 1-Meixner.pdf: 246609 bytes, checksum: c4ba6e241f555b09da0364b7c2f86d8e (MD5) 000164731 912__ $$nMade available in DSpace on 2014-03-13T09:07:29Z (GMT). No. of bitstreams: 1 1-Meixner.pdf: 246609 bytes, checksum: c4ba6e241f555b09da0364b7c2f86d8e (MD5) Previous issue date: 2013-09 000164731 982__ $$gInternational European Forum on System Dynamics and Innovation in Food Networks>2013 International European Forum, February 18-22, 2013, Innsbruck-Igls, Austria 000164731 980__ $$a1021