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 …

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 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 The purpose of this study is to clarify business-to-business (B2B) firms' strategies of
social media marketing communication. The study aims to explore the factors contributing to …

While the tools of social media are ubiquitous in contemporary consumer marketing, there is
little evidence about the extent to which they have been adopted by business-to-business …

Purpose The purpose of this paper is to review extant literature on social media marketing
(SMM) in B2B service markets, by scrutinizing and categorizing potential benefits for firms …

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 …

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 …

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

Previous research has established the benefits of branding for business-to-business (B2B)
organizations. Various tools can be used to support B2B brands, including the internet and …