Social media are increasingly becoming a valuable tool for Business-to-Business (B2B)
organizations. However, social media research in B2B lacks a comprehensive overview …

Social media plays an important part in the digital transformation of businesses. This
research provides a comprehensive analysis of the use of social media by business-to …

Over the past two decades, digitalization has revolutionized not only consumer marketing
but also industrial marketing. Both industrial marketing scholars and industrial marketers …

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 …

Organizations continue to incorporate social media analytics into their routines to improve
their performance outcomes. However, industrial marketing literature is lagging in that it has …

Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

Business markets are facing major changes due to an increasing digitalization trend and
consequent changes in buying behaviors. Practitioners and academics alike have started to …

Social media have changed how buyers and sellers interact, and increased involvement
through social media may yield positive results for sales organizations if salespeople utilize …

Purpose This study aims to develop and test a process model of the effect of social media
use by business-to-business (B2B) salespeople on their value cocreation and …

Organizations continue to make investments in social media with the hope that it will help
their sales force in improving engagement with customers. The academic literature on social …