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Why and how are social media used in a B2B context, and which stakeholders are involved?
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL).ORCID iD: 0000-0002-8194-2053
Halmstad University, School of Business, Engineering and Science.
2017 (English)In: The journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 32, no 8, 1098-1108 p.Article in journal (Refereed) Published
Abstract [en]

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.

Design/methodology/approach – The study employs a case study approach because of its exploratory nature. Data from three companies

consisted of interviews and observation of websites. The analysis includes within-case and cross-case displays to find patterns and themes in the data.

Findings – The study shows that companies in a B2B contexts use social media as communication to enhance customer relationships, support sales and build their brands, in line with prior research. However, they also use social media as a recruiting tool, a seeking tool and a product information and service tool.

Research limitations/implications – The findings confirm extant literature showing that B2B companies can directly influence content through corporate user accounts. Furthermore, firms in early stages of social media do not target any special stakeholders with broader messages, while more experienced social media users develop special messages for different stakeholders.

Practical implications – This study contributes by shedding light on how B2B companies use social media. It also shows how different channels are effective with different stakeholders.

Originality/value – Few studies have investigated the use of social media in a B2B context. This study goes beyond prior work by detailing how different social media tools are used, identifying different users and stakeholders, and explaining why different tools are used for different purposes targeted towards different stakeholders. New applications of the use of social media are also identified. © Emerald Publishing Limited 2017

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2017. Vol. 32, no 8, 1098-1108 p.
Keyword [en]
Stakeholders, Internet marketing, Social media, Business-to-business marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-35297DOI: 10.1108/JBIM-07-2016-0148OAI: oai:DiVA.org:hh-35297DiVA: diva2:1153606
Funder
Knowledge Foundation
Available from: 2017-10-31 Created: 2017-10-31 Last updated: 2017-11-07Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
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More languages
Output format
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