Organizations continue to incorporate social media analytics into their routines to improve
their performance outcomes. However, industrial marketing literature is lagging in that it has …

Social media and its impact on business-to-business marketing have received significant
attention from practitioners and researchers. Social media has also impacted the selling …

This paper aims to present the current social media analytics in marketing research. A
bottom-up thematic content analysis of 123 academic papers from 38 top Marketing and …

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 continue to make investments in social media with the hope that it will help
their sales force in improving engagement with customers. The academic literature on social …

While the data from social media platforms are abundant, social media has primarily been
viewed as a channel through which marketers can reach consumers. While its use as a …

This article is intended to serve as a primer of social media analytics. The paper explores
different dimensions of social media analytics by drawing on a review of the literature …

Purpose–This paper aims to investigate what activities allow the firm to efficiently and
effectively integrate social media into its strategic marketing activities. Design/methodology …

This article provides an overview of social media analytics for managers that seek to utilize
the practice for social media intelligence. Currently, managers are challenged to analyze an …

Evidently, online voice of customers (VoC) expressed in social media has emerged as
quality data for researchers who are willing to conduct customer-driven business …