Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review
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. However, social media research in B2B lacks a comprehensive overview …
Social media adoption, usage and impact in business-to-business (B2B) context: A state-of-the-art literature review
YK Dwivedi, E Ismagilova, NP Rana… - Information Systems …, 2023 - Springer
Social media plays an important part in the digital transformation of businesses. This
research provides a comprehensive analysis of the use of social media by business-to …
research provides a comprehensive analysis of the use of social media by business-to …
Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus
The widespread use of social media as a marketing tool during the last decade has been
responsible for attracting a significant volume of academic research, which, however, can be …
responsible for attracting a significant volume of academic research, which, however, can be …
Digital marketing for B2B organizations: structured literature review and future research directions
N Pandey, P Nayal, AS Rathore - Journal of Business & Industrial …, 2020 - emerald.com
Digital marketing for B2B organizations: structured literature review and future research
directions | Emerald Insight Books and journals Case studies Expert Briefings Open Access …
directions | Emerald Insight Books and journals Case studies Expert Briefings Open Access …
Social media in marketing: A review and analysis of the existing literature
AA Alalwan, NP Rana, YK Dwivedi… - Telematics and informatics, 2017 - Elsevier
People worldwide are largely engaged and attached with the web 2.0 technology and Social
media platforms. By the same token, businesses start looking at such technologies as …
media platforms. By the same token, businesses start looking at such technologies as …
Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models
W Ritz, M Wolf, S McQuitty - Journal of Research in interactive …, 2019 - emerald.com
Purpose This paper aims to examine small business' participation in digital marketing and to
integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) …
integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) …
Classifying and measuring the service quality of AI chatbot in frontline service
AI chatbots have been widely applied in the frontline to serve customers. Yet, the existing
dimensions and scales of service quality can hardly fit the new AI environment. To address …
dimensions and scales of service quality can hardly fit the new AI environment. To address …
A comparison of social media marketing between B2B, B2C and mixed business models
This paper explores the implicit assumption in the growing body of literature that social
media usage is fundamentally different in business-to-business (B2B) companies than in the …
media usage is fundamentally different in business-to-business (B2B) companies than in the …
Customer relationship management capabilities and social media technology use: Consequences on firm performance
Despite the importance of institutional factors in adopting new technologies, the role of these
drivers in the use of social media technology (SMT) to strengthen customer relationship …
drivers in the use of social media technology (SMT) to strengthen customer relationship …
[HTML][HTML] Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
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 …
B2B firms on social media platforms. The present study examined the role of message …