Systematic Review on Social Media Marketing in Business-to-Business Domain: Research Issues and Avenues for Future Research

Severina Iankova

Research output: Contribution to conferencePaper

Abstract

There has been a lot of marketing attention focused on social media in business-to- consumer (B2C) domain. Yet the size of market for business-to-business (B2B) companies is substantially larger and more complex, but remains largely under explored. Social media has proven a successful form of marketing in the B2C sector, however due to limited know-how and marketers' perception of poor usability it is yet to find its foothold in the B2B sector. As social media research in B2B has been of increasing interest, this research attempts to review current literature about social media marketing in B2B domain. This research provides a review of the current state of research in the field and identifies gaps in the literature. From the literature reviewed, it can be identified that there is currently lack of systematic theory development, dominance of quantitative, and lack of longitudinal research.
Original languageEnglish
Publication statusPublished - 2 Jul 2018
EventAcademy of Marketing Conference 2018: Marketing the Brave - University of Stirling, Sterling, United Kingdom
Duration: 2 Jul 20185 Jul 2018
Conference number: 51
https://www.academyofmarketing.org/conference/conference-history/conference-2018/

Conference

ConferenceAcademy of Marketing Conference 2018
Abbreviated titleAM2018
CountryUnited Kingdom
CitySterling
Period2/07/185/07/18
Internet address

Fingerprint

Social media marketing
Social media
Research issues
Business to business
Systematic review
Marketing
Marketers
Longitudinal research
Business-to-business (B2B)
Theory development
Usability

Keywords

  • social media
  • business-to-business marketing
  • B2B

Cite this

Iankova, S. (2018). Systematic Review on Social Media Marketing in Business-to-Business Domain: Research Issues and Avenues for Future Research. Paper presented at Academy of Marketing Conference 2018, Sterling, United Kingdom.

Systematic Review on Social Media Marketing in Business-to-Business Domain: Research Issues and Avenues for Future Research. / Iankova, Severina.

2018. Paper presented at Academy of Marketing Conference 2018, Sterling, United Kingdom.

Research output: Contribution to conferencePaper

Iankova, S 2018, 'Systematic Review on Social Media Marketing in Business-to-Business Domain: Research Issues and Avenues for Future Research' Paper presented at Academy of Marketing Conference 2018, Sterling, United Kingdom, 2/07/18 - 5/07/18, .
Iankova S. Systematic Review on Social Media Marketing in Business-to-Business Domain: Research Issues and Avenues for Future Research. 2018. Paper presented at Academy of Marketing Conference 2018, Sterling, United Kingdom.
Iankova, Severina. / Systematic Review on Social Media Marketing in Business-to-Business Domain: Research Issues and Avenues for Future Research. Paper presented at Academy of Marketing Conference 2018, Sterling, United Kingdom.
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