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 …
COVID-19: fear appeal favoring purchase behavior towards personal protective equipment
The 2019 novel coronavirus is a non-segmented positive-sense RNA virus belonging to the
Coronaviridae-Nidovirales family. We examined the swings in purchase behavior following …
Coronaviridae-Nidovirales family. We examined the swings in purchase behavior following …
Digital consumer engagement in a social network: A literature review applying TCCM framework
W Saikia, A Bhattacharjee - International Journal of Consumer …, 2024 - Wiley Online Library
Nowadays, digital consumer engagement has proliferated like never before. Consumers can
now interact with a business, company, or brand through technology, making it easier for …
now interact with a business, company, or brand through technology, making it easier for …
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] “Old boys' club”: Barriers to digital marketing in small B2B firms
Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been
slow to adopt these practices. These firms' characteristics and ways of working mean that …
slow to adopt these practices. These firms' characteristics and ways of working mean that …
[HTML][HTML] Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
Social media message strategy is critical in determining how customers will engage with
B2B firms on social media platforms. The present study examined the role of message …
B2B firms on social media platforms. The present study examined the role of message …
Certainty in language increases consumer engagement on social media
T Pezzuti, JM Leonhardt… - Journal of Interactive …, 2021 - journals.sagepub.com
Brands regularly attempt to stimulate consumer engagement by posting messages on social
media platforms (eg, Facebook), but their messages are often ignored. How can managers …
media platforms (eg, Facebook), but their messages are often ignored. How can managers …
[HTML][HTML] Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?
This study investigates whether LinkedIn content in a business-to-business (B2B) service
setting affects how firms generate engagement and sales revenue. Drawing on social media …
setting affects how firms generate engagement and sales revenue. Drawing on social media …
[HTML][HTML] Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement
This study demonstrates the importance of content timeliness as a driver of engagement in
business markets. Through an experimental approach, we show that if the customer is …
business markets. Through an experimental approach, we show that if the customer is …
A marketing mix typology for integrated care: the 10 Ps
WM Lim - Journal of Strategic Marketing, 2021 - Taylor & Francis
This paper aims to accentuate the role of marketing as an integrator in integrated care
through a marketing mix typology. To do so, this paper adopts a conceptual and contextual …
through a marketing mix typology. To do so, this paper adopts a conceptual and contextual …