J Zhang, M Du - Journal of Business & Industrial Marketing, 2020 - emerald.com
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 …
S Andersson, N Wikström - Journal of Business & Industrial Marketing, 2017 - emerald.com
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 examine how customers' perceptions of brands' social media interactivity impact customer engagement behaviors (CEBs)(eg customer …
H Keinänen, O Kuivalainen - Journal of Business & Industrial …, 2015 - emerald.com
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 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: 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 …
M Lashgari, C Sutton-Brady… - Journal of Business & …, 2018 - emerald.com
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 …
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 …