Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review
Social media are increasingly becoming a valuable tool for Business-to-Business (B2B)
organizations. However, social media research in B2B lacks a comprehensive overview …
organizations. However, social media research in B2B lacks a comprehensive overview …
Social media and entrepreneurship research: A literature review
The rise of social media has led to changes in how entrepreneurs carry out their day-to-day
activities. Studies on social media and entrepreneurship are relatively new and fragmented …
activities. Studies on social media and entrepreneurship are relatively new and fragmented …
Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda
Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …
portfolio of strategies, scant research has systematically consolidated and extended …
Netnography: The essential guide to qualitative social media research
R Kozinets - 2019 - torrossa.com
5 cell phone, with 77 percent of them smartphones. All of these connections potentially link
people to one another through a variety of social media sites and other interaction platforms …
people to one another through a variety of social media sites and other interaction platforms …
The digital marketing capabilities gap
Over the past two decades, digitalization has revolutionized not only consumer marketing
but also industrial marketing. Both industrial marketing scholars and industrial marketers …
but also industrial marketing. Both industrial marketing scholars and industrial marketers …
A comparison of social media marketing between B2B, B2C and mixed business models
This paper explores the implicit assumption in the growing body of literature that social
media usage is fundamentally different in business-to-business (B2B) companies than in the …
media usage is fundamentally different in business-to-business (B2B) companies than in the …
[HTML][HTML] Influencer marketing within business-to-business organisations
This study explores the dynamics of influencer marketing in the B2B sector by drawing on
employee advocacy, customer reference marketing and organisational endorsement …
employee advocacy, customer reference marketing and organisational endorsement …
Customer relationship management capabilities and social media technology use: Consequences on firm performance
Despite the importance of institutional factors in adopting new technologies, the role of these
drivers in the use of social media technology (SMT) to strengthen customer relationship …
drivers in the use of social media technology (SMT) to strengthen customer relationship …
The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses: The moderating role of brand awareness
NN Hien, TNH Nhu - Cogent Business & Management, 2022 - Taylor & Francis
Digital marketing transformation is one of the important elements in a business's long-term
plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really …
plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really …
Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler
This paper examines the use of social media by business-to-business (B2B) salespeople to
assist in their job functions. The authors propose that a salesperson's attitude toward social …
assist in their job functions. The authors propose that a salesperson's attitude toward social …