Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 169-179 |
| Number of pages | 11 |
| Journal | Industrial Marketing Management |
| Volume | 81 |
| Early online date | 20 Jan 2018 |
| DOIs | |
| Publication status | Published - Aug 2019 |
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Keywords
- B2B2C marketing
- Business-to-business marketing
- Channel effectiveness
- Channel management
- Social media
ASJC Scopus subject areas
- Marketing
Cite this
A comparison of social media marketing between B2B, B2C and mixed business models. / Iankova, Severina; Davies, Iain; Archer-Brown, Chris; Marder, Ben ; Yau, Amy.
In: Industrial Marketing Management, Vol. 81, 08.2019, p. 169-179.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - A comparison of social media marketing between B2B, B2C and mixed business models
AU - Iankova, Severina
AU - Davies, Iain
AU - Archer-Brown, Chris
AU - Marder, Ben
AU - Yau, Amy
PY - 2019/8
Y1 - 2019/8
N2 - 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 extant business-to-consumer (B2C) literature. Sashi's (2012) customer engagement cycle is utilized to compare organizational practices in relation to social media marketing in B2B, B2C, Mixed B2B/B2C and B2B2C business models. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models.
AB - 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 extant business-to-consumer (B2C) literature. Sashi's (2012) customer engagement cycle is utilized to compare organizational practices in relation to social media marketing in B2B, B2C, Mixed B2B/B2C and B2B2C business models. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models.
KW - B2B2C marketing
KW - Business-to-business marketing
KW - Channel effectiveness
KW - Channel management
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=85040694601&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2018.01.001
DO - 10.1016/j.indmarman.2018.01.001
M3 - Article
VL - 81
SP - 169
EP - 179
JO - Industrial Marketing Management
JF - Industrial Marketing Management
SN - 0019-8501
ER -