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المؤلفNishant Kumar, Tiwary
المؤلفKumar, Rishi Kant
المؤلفSarraf, Shagun
المؤلفKumar, Prashant
المؤلفRana, Nripendra P.
تاريخ الإتاحة2023-06-08T10:07:08Z
تاريخ النشر2021-04-10
اسم المنشورJournal of Business Research
المعرّفhttp://dx.doi.org/10.1016/j.jbusres.2021.03.028
الاقتباسTiwary, N. K., Kumar, R. K., Sarraf, S., Kumar, P., & Rana, N. P. (2021). Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward. Journal of Business Research, 131, 121-139.
الرقم المعياري الدولي للكتاب0148-2963
معرّف المصادر الموحدhttps://www.sciencedirect.com/science/article/pii/S0148296321001910
معرّف المصادر الموحدhttp://hdl.handle.net/10576/44221
الملخصAlthough 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 influencing its brand image. Uncertainty over how different social networking sites can support brands is one of the crucial reasons for the delayed acceptance of social media (SM) in business-to-business (B2B) transactions. SM possesses immense potential in relation to gathering customer data and assisting B2B marketers. Therefore, this study reviewed SM usage in the B2B context, based on 294 selected articles. The methodology included bibliometric analysis to identify the impact of SM usage in the B2B domain and content analysis to perform a thematic assessment. Our analysis found that many B2B firms cannot leverage SM’s potential to its fullest compared to business-to-customer (B2C) firms. However, SM can help B2B marketers build their brand presence and trust globally, ultimately helping them find potential customers and build relationships with global supply chain providers.
اللغةen
الناشرElsevier
الموضوعBusiness to business
B2B branding
Brand management
Industrial marketing
Innovation
Content marketing
Social media
Sales management
العنوانImpact assessment of social media usage in B2B marketing: A review of the literature and a way forward
النوعArticle
الصفحات121-139
رقم المجلد131
ESSN1873-7978


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