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 adoption, usage and impact in business-to-business (B2B) context: A state-of-the-art literature review
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 …
research provides a comprehensive analysis of the use of social media by business-to …
[HTML][HTML] Linking the potentials of extended digital marketing impact and start-up growth: Develo** a macro-dynamic framework of start-up growth drivers supported …
The contemporary market positions digital marketing as a powerful mediator between
efficient digital interaction, data interpretation opportunities, and business growth, while …
efficient digital interaction, data interpretation opportunities, and business growth, while …
[PDF][PDF] Digital content marketing: Conceptual review and recommendations for practitioners
AR Lopes, B Casais - Academy of Strategic Management Journal, 2022 - researchgate.net
The development of digital content marketing is increasingly a relevant and valuable task in
digital marketing agencies in order to attract prospective consumers on digital platforms and …
digital marketing agencies in order to attract prospective consumers on digital platforms and …
Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward
Although various critical elements, such as media publicity, word of mouth, legislation, and
environmental factors, are not under the control of a company, they play a significant role in …
environmental factors, are not under the control of a company, they play a significant role in …
[HTML][HTML] Exploring the consequence of social media usage on firm performance
This study aims to identify the consequence of social media usage on firm performance. To
this end, it proposes a conceptual map that shows promising linkages between the maturity …
this end, it proposes a conceptual map that shows promising linkages between the maturity …
Impact of digital marketing on the competitiveness of the restaurant industry
Digital marketing uses digital technologies and media to achieve marketing goals. With the
advent of digital media, digital marketing strategies have gained a lot of importance among …
advent of digital media, digital marketing strategies have gained a lot of importance among …
Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery
The use of digital resources through digital marketing is an option to be able to reach
customers, build interactions with customers in real time and finally achieve customer …
customers, build interactions with customers in real time and finally achieve customer …
[HTML][HTML] Omnichannel Management in B2B. Complexity-based model. Empirical evidence from a panel of experts based on Fuzzy Cognitive Maps
In recent years, academics and professionals have proposed omnichannel management as
the best approach to offering multiple channels to end customers. This approach has been …
the best approach to offering multiple channels to end customers. This approach has been …
Sentiment change and negative herding: Evidence from microblogging and news
Companies deal with good and bad publicity daily. We study the impact of news on
consumer sentiment toward a company in the presence of pre-news sentiment. We use Sina …
consumer sentiment toward a company in the presence of pre-news sentiment. We use Sina …