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 …

Purpose This study aims to investigate how business-to-business (B2B) companies use
message strategies on social media platform and how these strategies are effective in …

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 The purpose of this study is to examine how customers' perceptions of brands'
social media interactivity impact customer engagement behaviors (CEBs)(eg customer …

Purpose This study aims to explore why and how business-to-business (B2B) companies
use social media and which users and stakeholders they communicate with …

Purpose–The present study aims to examine how business-to-business (B2B) marketers
can influence content creation in social media. Social media tools are becoming an …

Purpose–The purpose of this study is to clarify business-to-business (B2B) customers'
behavior regarding their social media use for B2B purposes and the antecedents of this …

Purpose: Social media is increasingly drawing the attention and interest of business-to-
business (B to B) organizations. Yet, B to B organizations remain cautious in their social …

Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …

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 …