Academic literature on the topic 'Social media from a business-to-consumer (B2C)'
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Journal articles on the topic "Social media from a business-to-consumer (B2C)"
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Kwok (Lingzhi Guo), Linchi, Feifei Zhang, Yung-Kuei Huang, Bei Yu, Prabhukrishna Maharabhushanam, and Kasturi Rangan. "Documenting business-to-consumer (B2C) communications on Facebook." Worldwide Hospitality and Tourism Themes 7, no. 3 (June 8, 2015): 283–94. http://dx.doi.org/10.1108/whatt-03-2015-0018.
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Purpose – The purpose of this study is to document how restaurant’s business-to-consumer communication strategies evolved on Facebook over time and how consumers’ reactions to a variety of Facebook messages changed over time. Design/methodology/approach – This study analyzed 2,463 Facebook messages posted by seven quick-service restaurant chains and three casual-dining restaurant chains in the fourth quarter of 2010, 2012 and 2014. ANOVA and post hoc t-test were used to compare the differences among four media types (photo, status update, video and hyperlink) in terms of their usage by companies and Facebook users’ reactions to these messages (measured by number of “Likes”, number of comments and number of shares). Findings – Over the three periods of time under observation, there is a substantial decrease of status updates by restaurants and a dramatic increase of photo updates. Photo remained as the most “popular” media type, receiving most “Likes”, comments and shares from consumers. Video was not considered “popular” in 2010 but experienced a slight increase in usage and slowly emerged in 2012 and 2014 as another “popular” media, which no longer had statistical difference with photo in number of comments and shares. Research limitations/implications – Some limitations include an under representable sample and its longitudinal design, but the findings provide additional insight to current literature in social media. Practical implications – A series of suggestions were advanced from the findings to help hospitality managers better engage Facebook users. Originality/value – This is probably the first time-series or longitudinal-like analysis in social media research and yields meaningful findings.
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Silva, Susana Costa e., Paulo Alexandre Oliveira Duarte, and Sara Resende Almeida. "How companies evaluate the ROI of social media marketing programmes: insights from B2B and B2C." Journal of Business & Industrial Marketing 35, no. 12 (May 15, 2020): 2097–110. http://dx.doi.org/10.1108/jbim-06-2019-0291.
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Purpose The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes. Design/methodology/approach A mixed-methods approach involving multiple cases and a survey was used. Data were collected from personal interviews with eight professionals responsible for SMM management, from four B2B and four B2C companies, complemented with responses to a web-based survey by the other 28 companies’ marketing managers. Findings The results show that there are some differences between B2B and B2C companies regarding SMM evaluation and investment but in general marketing managers for both types of firms use simple metrics to evaluate their SMM programmes. The main measures used relate to awareness, engagement and reach and most of the metrics identified are interaction-related. Research limitations/implications Given the complex and sensitive nature of the subject, more research is needed focussed on providing additional evidence from a larger sample of B2B and B2C organizations to allow the extension of the finding to the population as the non-probabilistic nature and size of the current sample impose that the findings should be interpreted carefully. Future research should focus on understanding what the firm’s characteristics predict the importance and level of effort placed in SMM and the barriers to ROI measurement in SMM programmes, especially in B2B firms. Practical implications The current findings confirm that the topic of SMM ROI evaluation is not a priority for B2C or B2B companies. There is a need for an update of their online marketing strategy, namely, on budget definition and allocation. Furthermore, companies should increase the autonomy of SM managers, as they are dependent from marketing managers and hire specialized professionals devoted to SMM in both B2C and B2B companies. Originality/value The findings of this study contribute to improve the understanding of the evaluation of SMM and to extend the literature on the subject. It also provides a relevant advance into the assessment and understanding on the measures used to evaluate the effectiveness of SMM programmes by offering a comparison on how B2B and B2C use metrics and allocate resources to the SMM management.
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Nath, Atanu, Parmita Saha, and Esmail Salehi-Sangari. "Blurring the borders between B2B and B2C: a model of antecedents behind usage of social media for travel planning." Journal of Business & Industrial Marketing 34, no. 7 (August 5, 2019): 1468–81. http://dx.doi.org/10.1108/jbim-11-2018-0329.
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Purpose The purpose of this paper is to call for a scrutiny of the dualist approach to business-to-business (B2B) and business-to-customer (B2C) marketing in industries driven by consumer-generated content. It posits that individual consumer-centric factors are influential for B2B marketing as well in sectors such as the travel industry and investigates the determinants of tourists’ intention to use social media websites for travel planning. Design/methodology/approach Integrating constructs from IS and marketing literature, the paper proposes information quality and perceived enjoyment as antecedents of perceived usefulness, attitude and intention to use. The research model is tested using data from social media users with experience in travel planning. Findings Results show that perceived usefulness and information quality are stronger predictors of attitude and behavioral intention than perceived enjoyment. Enjoyment was not found to be strongly influential. Relevancy and reliability of information and its usefulness concerning travel-planning needs were found more influential. Research limitations/implications Data were collected from social media users, raising possible issues of representativeness. Practical implications The paper offers clarity regarding antecedents of downstream user behavior which can be of significant value. Demarcations in B2B and B2C perspectives blur in the context of social media, enabling more effective integration. Originality/value The paper brings in and validates the roles of information quality and enjoyment as influencers of behavior. Identifying the travel industry as a sector having greater likelihood of B2BC convergence, the paper extends IS adoption research to user-interactive sites in the travel-planning context, which can benefit the consumer as well as the supply side.
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Zhang, Jing, and Mingfei Du. "Utilization and effectiveness of social media message strategy: how B2B brands differ from B2C brands." Journal of Business & Industrial Marketing 35, no. 4 (April 1, 2020): 721–40. http://dx.doi.org/10.1108/jbim-06-2018-0190.
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Purpose This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving customer perceived value and encouraging customer engagement, as well as how B2B companies differ from business-to-customer (B2C) counterparts in terms of utilization and effectiveness of social media message strategy. Design/methodology/approach Based on content analysis of Sina Weibo brand pages and survey of website visitors, this paper examines the differences of social media message strategies and their impacts upon customer perceived value and customer engagement between B2B and B2C companies. Findings B2B companies use more rational appeals and less emotional appeals, have lower degree of informativeness and perform better in interactivity and variety than B2C companies. These five dimensions of message strategy have different roles in engaging customers via perceived value across B2B and B2C settings. Originality/value The research makes significant contributions to B2B social media marketing literature by answering two interrelated questions, namely, “What companies are doing?” and “What companies should do?” on social media websites. Besides, it provides insightful implications for B2B companies on how to implement appropriate message strategies in their social media marketing efforts by conducting Importance-Performance Analysis.
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Helander, Nina, Jari Jussila, and Hannu Kärkkäinen. "Value Creation in Business-to-Business Crowdsourcing." International Journal of Knowledge Society Research 4, no. 4 (October 2013): 52–63. http://dx.doi.org/10.4018/ijksr.2013100106.
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In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.
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Helander, Nina, Hannu Kärkkäinen, and Jari Jussila. "Value Creation in Business-To-Business Crowd Sourcing." International Journal of Knowledge Society Research 5, no. 1 (January 2014): 28–39. http://dx.doi.org/10.4018/ijksr.2014010103.
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In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.
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Zhang, Chu-Bing, and Yi-Na Li. "How social media usage influences B2B customer loyalty: roles of trust and purchase risk." Journal of Business & Industrial Marketing 34, no. 7 (August 5, 2019): 1420–33. http://dx.doi.org/10.1108/jbim-07-2018-0211.
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Purpose In the digital era, business-to-business (B2B) salespersons are encouraged to communicate with buyers on social media platforms and shape customer loyalty. However, the effect of social media usage and its mechanism remain unexplored. The purpose of this paper is to investigate how salespersons’ social media usage influences B2B buyers’ trust beliefs and purchase risk, and therefore, customer loyalty. Design/methodology/approach The authors conduct an online-survey, use partial least squares structural equation modeling to analyze the data, and adopt SPSS PROCESS macro 2.13 to test mediation effects. Findings Salespersons’ social media usage can enhance buyers’ trust beliefs on salespersons’ ability, integrity and benevolence, but only the latter two can improve customer loyalty. Social media usage does not directly affect purchase risk, and only benevolence can reduce purchase risk. Serial mediation models reveal that the effect of social media usage on customer loyalty is mediated by buyers’ trust beliefs on salespersons’ integrity/benevolence and purchase risk. Originality/value First, the authors confirm the effect of social media usage on customer loyalty in B2B context and refute the fallacy of social media uselessness in B2B practices. Second, the research shows that buyers’ trusting beliefs on salesperson’s ability and integrity do not significantly influence perceived risk. The finding is different from the stereotypical judgment in B2C scenarios. Third, the authors distinguish differently weighted influences of buyers’ trusting beliefs on salesperson’s ability, integrity and benevolence, and highlight the role of salespersons’ altruism attributes in shaping customer loyalty.
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Mariana, Christy Dwita, Khendy Chan, and Dionisius Yusuf. "PERUMUSAN STRATEGI BUSINESS MODEL CANVAS UNTUK PENGEMBANGAN USAHA INDUSTRI FOTOGRAFI: STUDI KASUS EXSTUDIO, PEKANBARU." Business, Economics and Entrepreneurship 3, no. 1 (May 3, 2021): 70–76. http://dx.doi.org/10.46229/b.e.e..v3i1.272.
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The aim of the study is to determine the strategies that can be used by Exstudio. The research method used descriptive using interview, observation, reference and documentation. Data analysis was carried out descriptively using canvas models and SWOT analysis. The results of the study showed Exstudio has a segmentation of the open market consumer segment, the consumer market (B2C) and government market. The proposition of value of Exstudio is to offer exclusive services to its clients following current trends. The channels of Exstudio's business are digital-based channels with the use of social media. Exstudio provides both pre-purchase and post-order photography and videography services. Income derived from documentation services and commission for printing orders. Exstudio resources consist of: (1) physical resources (office); (2) Human resources (core management and freelance employees); (3) Financial resources (personal capital and grant funds); and (4) Intellectual resources (brands, knowledge, partnerships, databases). Exstudio relies on its main activities namely, production, distribution, marketing and administration. Exstudio's main partners consist of event organizers and wedding organizers, printing vendors, suppliers of packaging material supplies. Exstudio is a value-driven type and consists of fixed costs and variable costs that are used for production, marketing, and administrationKeywords: Business Model Canvas, Exstudio, SWOT, Strategies, Preposition
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Lopes, João M., and José Oliveira. "The New Times of Social Media Marketing in the B2B Framework." Businesses 2, no. 2 (April 9, 2022): 156–67. http://dx.doi.org/10.3390/businesses2020011.
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Nowadays, we live in the age of Marketing 4.0. Historically, marketing has often depended on changing consumer habits and needs. Thus, it is necessary to understand the new habits and needs of the consumer to make companies more and more effective. Currently, social media marketing (SMM) is ubiquitous in organizations, and is seen as a tool to achieve strategic goals. Therefore, SMM is important for companies to adapt their approach to customer relationship management and advance new marketing competencies to enable customer satisfaction. To drive customer satisfaction and improve customer experience, managers are loading social media applications into their current customer relationship management (CRM) systems. This study seeks to understand the feasibility of implementing SMM in business to business (B2B) companies and how this affects CRM and customer knowledge management (CKM). For this study, data were collected from two Portuguese micro-companies. The methodology used was exploratory qualitative in nature through a multiple case study, wherein semi-structured interviews were applied. It was found that SMM cannot be used in the B2B companies under investigation because CRM needs are much more dependent on CKM than on the mass interactions and indirect communication with the customer that can potentially exist in SMM. In these companies, communication with the client can be adjusted on a case-by-case basis through SMM, without the need for mass communication with all clients. This paper provides implications for the management of micro-enterprises regarding social media marketing. It also contributes to the development of the literature on SMM, CRM and CKM.
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Hayu, Rina Suthia. "Smart Digital Content Marketing, Strategi Membidik Konsumen Millennial Indonesia." JMK (Jurnal Manajemen dan Kewirausahaan) 4, no. 1 (January 23, 2019): 61. http://dx.doi.org/10.32503/jmk.v4i1.362.
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Millennials in Indonesia currently have the largest market share, but there are not many studies that discuss marketing in millennials in Indonesia, especially marketing in business units that market their products to end consumers (B2C-business to consumer). Judging from the current phenomenon, namely 1) The rise of growth and competition from both foreign and local online retailers competing in Indonesia. 2) Increasingly developing software and hardware technology in digital marketing which gave birth to marketing innovations. 3) Large millennial role in digital marketing, because now they are a generation that understands technology, grows in the world of social media, grew up in a culture of expression, is aware of the attachment to technological change and able to learn through online interaction, has encouraged researchers to research conceptual by creating renewal in the variable attributes of Digital Content Marketing. This study uses observations of phenomena and literature review of previous research so as to produce a new formula namely Smart Digital Content Marketing that is comprehensive based on the suitability of the characteristics of the Indonesian millennials. This study is expected to benefit Indonesian online businesses and provide opportunities for future researchers to conduct surveys and statistical tests.
Dissertations / Theses on the topic "Social media from a business-to-consumer (B2C)"
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Jensen, Christian, and Andersson Rebecka. "How & Why Social Media is Used in B2B Marketing : A qualitative study seen from marketing managers’ perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65545.
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The digital landscape is rapidly changing and provides business-to-business companies with new digital tools and channels to conduct their marketing work e.g. social media networks. Business-to-consumer firms have been previously research in the topic of social media and digital marketing. However, there is a lack of research in the business-to-business area (Elsevier, 2016). This bachelor thesis aim to contribute to the field of marketing when it comes to social media and digital marketing activities in business-to-business companies. This through examine and describe how marketing practitioners e.g. marketing managers; experience and think about social media adoption and usage for digital marketing purposes. Two research questions are presented in the report; (i) how is social media adopted and used in digital marketing within international business-to-business companies, and for what purpose, according to marketing managers? and (ii) how can social media adoption and usage be improved for marketing purposes in international business-to-business companies, according to marketing managers? To answer the RQs the paper took a qualitative approach through conducting semi-structured interviews with eight Swedish business professionals whom work with social media for marketing purposes. The research concluded that social media is adopted either due to the assumption that B2B firms simply should, or the reckon of its low cost of usage, viral reach, ease of usage and accessibility. The usage itself were conduct marketing activities e.g. market business offerings; but also, to promote the business itself and its accomplishments. Regarding improvements, marketers’ states that digital marketing through social media needs to be further integrated in the overall business and marketing strategy. They also suggest management to provide training and/or education for the employees to increase the efficiency of the usage.
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Nikolov, Nikolay, and Juan Pablo Gonzalez. "From Loyalty to Disloyalty : Exploring negative consumer-brand relationships in social media." Thesis, Jönköping University, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49491.
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Brand loyalty has been studied extensively in consumer-brand relationship literature. However, the negative side of these relationships has not been studied to the same degree. This paper starts with Court et al.’s (2009) loyalty loop as part of the consumer decision journey and proposes that consumers may stop being loyal to a brand due to various circumstances.The authors propose a negative view of the loyalty loop, the disloyalty loop, exist, in which consumers become disloyal. Furthermore, the authors conducted this study in order to find out if this relationship exists, the disloyalty loop, within the framework of social media platforms, i.e. applications who allow communication among users over the Internet. These platforms should not solely be seen as online communication tools, but as brands themselves.Semi-structured interviews with social media users were conducted showing that consumers can navigate between the loyalty and disloyalty loops, and even exit the brand relationship completely. These findings indicate that consumers’ brand loyalty should not be taken for granted, and service failures may cause them to reduce their patronage, abandon the brand, and even influence other consumers negatively through word-of-mouth.
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Chakraborty, Devarpan. "Is increased consumer control changing media consumption from media business push to media consumer pull?" Diss., 2014. http://hdl.handle.net/2263/43967.
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In the war to win the consumer’s attention traditional media is steadily losing ground to new media platforms; which are distributed and consumed digitally, are ubiquitous with the explosive uptake of smart internet connected devices and provide interconnections amongst platforms, devices and even consumers. New media is changing the balance of power in the media landscape from media businesses to media consumers, who now have unlimited choices available to them from which they can decide on what, when, where and how to consume content. So from the traditional outlook of ―mass media‖ there is a transition happening towards ―my media‖ which provide personalised experiences to consumers.
The purpose of this study is to contribute to the discussion on how consumer control is changing the media landscape by applying the dichotomy of push vs. pull in media consumption. The study sought to explore if with increasing consumer empowerment, the consumer instead of passively relying on content push from media businesses is now actively pulling content to fulfil his/her individual needs.
The study was qualitative and exploratory in nature and utilised in depth and semi structured interviews of media consumers and experts to understand in how the role of the consumer is changing in the media landscape, the factors influencing the change, how the empowered consumer is effecting changes in the way he/she consumes content and media business response to the empowered consumer
The study empirically established that consumer control is definitely on the rise in media consumption with consumers preferring to pull content as per their liking. Furthermore it was empirically validated that consumers from lower income levels were as much in control and pulling content as consumers from higher income levels which is a significant departure from the literature. The study also found that even though media businesses acknowledge consumer control in media consumption their response to it is applying certain tactics without any accompanying change in strategies and business models.
The study recommended that for media businesses to stay relevant in the age of consumer control and the accompanying content pull; they need to be more customer centric in their approach where they design their strategies and business models by being consumer focussed and trying to fulfil their needs.Dissertation (MBA)--University of Pretoria, 2014.
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Gordon Institute of Business Science (GIBS)
MBA
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Books on the topic "Social media from a business-to-consumer (B2C)"
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From Imus to industry: The business of stereotypes and degrading images : hearing before the Subcommittee on Commerce, Trade, and Consumer Protection of the Committee on Energy and Commerce, House of Representatives, One Hundred Tenth Congress, first session, September 25, 2007. Washington: U.S. G.P.O., 2009.
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Moore, Gordon, John A. Quelch, and Emily Boudreau. Choice Matters. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190886134.001.0001.
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Choice Matters: How Healthcare Consumers Make Decisions (and Why Clinicians and Managers Should Care) is a timely and thoughtful exploration of the controversial role of consumers in the U.S. healthcare system. In most markets today, consumers have more options and autonomy than ever before. Empowered consumers easily shop around for products and services that better meet their needs, and they widely share their reviews on social media to inform and influence other consumers. Businesses have responded with better experiences and prices to compete for consumers’ business. Though healthcare has lagged behind other industries in this respect, there is a rising tide of interest in consumer choice and empowerment in healthcare markets. However, most healthcare provider organizations, individual doctors, and health insurers are unprepared to consider patients as consumers. The authors draw upon the fields of medicine, marketing, management, psychology, and public policy as they take a substantive, in-depth look at consumer choice and point out its appropriate use, as well as its limitations. This book addresses perplexing issues, such as how healthcare differs from other consumer-driven markets, how consumers make healthcare decisions, and how increased consumer choice in healthcare can not only aid and empower American consumers but also improve the overall healthcare system.
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Contois, Emily, and Anastasia Day. The History of Food and Public Health. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190626686.003.0001.
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Economic, political, and social changes prompted the evolution of our current food system. Studying the historical context of these changes helps us to better understand and devise nutrition policy and programs today. This chapter begins with the roots of the modern U.S. food system at the dawn of the 20th century, isolating four key aspects that have shaped nutrition and public health: food production, processing, and consumption, along with state nutritional policy. To begin, government subsidies, in tandem with shifts in farming demographics and business models, have significantly determined what food is available to consumers at what prices. Next, an examination of food processing complicates this story, exploring the growing number of intermediaries between farmers and consumers over the 20th century. In addition, federal dietary advice and resources have sought to guide what and how people eat. At the same time, the consumer culture has influenced eaters through cookbooks, home economics, advertising, and a host of food media, from magazines and radio to blogs and social media. The Example in Practice addresses the history of the National School Lunch Program, combining the themes of production, processing, consumption, and policy in a single case study. This chapter provides readers with key landmarks and a basic historical context to understand the origins of and potential futures for today’s food, nutrition, and public health policy problems.
Book chapters on the topic "Social media from a business-to-consumer (B2C)"
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Spiliotis, Aristotelis. "User Participation and Social Integration Through ICT Technologies." In New Business Models for the Reuse of Secondary Resources from WEEEs, 109–22. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-74886-9_9.
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AbstractUser is one of the most important stakeholder cluster and its participation can link the end of life and early stages in the life cycle of each product when considering the adoption of a circular business model. This chapter presents the main elements of the customer engagement, as identified through a State-of-the-Art analysis carried out in the context of FENIX, as well as those electronic tools in which they will be integrated together with conventional tools for the conduction of commercial activities and the tools to facilitate the interaction with the other actors and activities of FENIX within a single access point digital platform (FENIX Marketplace). The SoA analysis identified the motivational factors that promote a greater customer engagement for the participation throughout all business routes (B2B, B2C but also C2C) applicable in the project. These strategies are improved and enhanced using benefits provided by the social media for the participation in the process. The customer involvement is directly linked to the motives provided within FENIX Marketplace.
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Distel, Viktoria, Roman Egger, Ugljesa Petrovic, Viet Linh Phan, and Simon Wiesinger. "The Usage of Emoji in Tourism-Related Instagram Posts: Suggestions from a Marketing Perspective." In Information and Communication Technologies in Tourism 2022, 134–45. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_13.
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AbstractThe relevance of emoji in social media marketing has attracted tremendous interest from academics and marketing professionals alike ever since emoji became a fixed component in user-to-user and business-to-user communication on online platforms such as Instagram and Facebook. Using a quantitative research approach in the form of a self-administered online survey in an experimental setting, the purpose of this study is to investigate what type of emoji positively impacts consumer behaviour, purchase intention, and user interaction in tourism-related Instagram posts. This research is novel in that it bridges the usage of emoji in the context of social media and tourism. The findings support tourism managers in the practical use of emoji for social media marketing campaigns on Instagram and show that (positive) face emoji evoke more positive emotions than non-face emoji.
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Tudor, Maria Cristiana, Ursa Bernardic, Nina M. Sooter, and Giuseppe Ugazio. "Behavioral Perspectives on B Corps." In The International Handbook of Social Enterprise Law, 233–79. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-14216-1_12.
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AbstractThe values driving entrepreneurs are evolving from shareholder wealth maximization towards a more holistic approach wherein business impacts on all stakeholders are considered. This change has been driven in part by a societal cultural shift focused on promoting a sustainable future. To meet this cultural change demanding a balance of profit and ethics, novel entities (e.g., B Corps) have emerged in the private sector. In this chapter, we engage with behavioral perspectives to explore B Corps’ achievements, opportunities, and challenges. We first outline the transition from shareholder to stakeholder considerations, as we believe it constitutes the philosophical ethos of social enterprises. We then focus in turn on four of the five areas used by B Lab’s Impact Assessment—governance, workers, customers and consumers, and community—as they are most appropriate for an exploratory analysis of their interaction with human behavior. Specifically, in governance, we approach the topic of corporate ethics and transparency, as well as how the values of social entrepreneurs shape a firm’s culture. We then outline the relationship between purposeful work and employee performance and examine how B Corps have applied effective practices on social inclusion and employee well-being, in the workers’ section. Concerning customers and consumers, we explore a range of perspectives, including consumer motivations to purchase from B Corps, caveats of ethical consumerism, and how B Corps can capitalize on decision-making research to inspire consumer change. Additionally, we present our research on public awareness and perceptions of B Corp trustworthiness and greenwashing. Finally, the last section—community—highlights B Corps’ civic engagement and communication with their communities through social media, corporate volunteering, and charity work, among others.
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Helander, Nina, Hannu Kärkkäinen, and Jari Jussila. "Value Creation in Business-to-Business Crowd Sourcing." In Social Entrepreneurship, 769–82. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-8182-6.ch039.
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In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.
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Helander, Nina, Hannu Kärkkäinen, and Jari Jussila. "Value Creation in Business-to-Business Crowd Sourcing." In Crowdsourcing, 1419–32. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-8362-2.ch071.
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In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.
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Kavak, Bahtışen, Neslişah Özdemir, and Gülay Erol-Boyacı. "A Literature Review of Social Media for Marketing." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, 82–105. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch005.
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Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
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Kavak, Bahtışen, Neslişah Özdemir, and Gülay Erol-Boyacı. "A Literature Review of Social Media for Marketing." In Advances in Marketing, Customer Relationship Management, and E-Services, 67–96. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2185-4.ch004.
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Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
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Sohaib, Osama, Kyeong Kang, and Iwona Miliszewska. "Uncertainty Avoidance and Consumer Cognitive Innovativeness in E-Commerce." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, 1664–85. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch081.
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This article describes how despite the extensive academic interest in e-commerce, an investigation of consumer cognitive innovativeness towards new product purchase intention has been neglected. Based on the stimulus–organism–response (S–O–R) model, this study investigates the consumer cognitive innovativeness and the moderating role of the individual consumer-level uncertainty avoidance cultural value towards new product purchase intention in business-to-consumer (B2C) e-commerce. Structural equation modelling, such as partial least squares (PLS) path modelling was used to test the model, using a sample of 255 participants in Australia who have had prior online shopping experience. The findings show that the online store web atmosphere influences consumers' cognitive innovativeness to purchase new products in countries with diverse degrees of uncertainty avoidance such as Australia. The results provide some guidance for a B2C website design based on how individual's uncertainty avoidance and cognitive innovativeness can aid the online consumer purchasing decision-making process.
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Gupta, Saurabh, Anurag Singh, and Punita Duhan. "Social Media and Business." In Media Influence, 238–47. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3929-2.ch013.
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The influence of social media on the various facets of society has attracted a lot of attention of the researchers in the last few years who are probing its multifaceted impact. One important aspect of social media is its role in promoting instant gratification. It has far reaching consequences for evolution of self, which in turn has important implications for society and businesses. Drawing from the conceptual foundations of the theories of identity and social comparison, the researchers tried to develop a model as to how the dual role of social media acts to alter the identity and hence behavior. In this context, the significance of the study lies in exposing the intricate interplay between the attributes of social media and the dynamic self. The study goes a long way in providing a deeper understanding of self-concept in connection to social media, which has immense importance for consumer behavior and can help businesses to fine-tune their strategies with the changing consumer psychology.
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Yang, Ming, William H. Hsu, and Surya Teja Kallumadi. "Predictive Analytics of Social Networks." In Social Media Marketing, 823–62. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch042.
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In this chapter, the authors survey the general problem of analyzing a social network in order to make predictions about its behavior, content, or the systems and phenomena that generated it. They begin by defining five basic tasks that can be performed using social networks: (1) link prediction; (2) pathway and community formation; (3) recommendation and decision support; (4) risk analysis; and (5) planning, especially causal interventional planning. Next, they discuss frameworks for using predictive analytics, availability of annotation, text associated with (or produced within) a social network, information propagation history (e.g., upvotes and shares), trust, and reputation data. They also review challenges such as imbalanced and partial data, concept drift especially as it manifests within social media, and the need for active learning, online learning, and transfer learning. They then discuss general methodologies for predictive analytics involving network topology and dynamics, heterogeneous information network analysis, stochastic simulation, and topic modeling using the abovementioned text corpora. They continue by describing applications such as predicting “who will follow whom?” in a social network, making entity-to-entity recommendations (person-to-person, business-to-business [B2B], consumer-to-business [C2B], or business-to-consumer [B2C]), and analyzing big data (especially transactional data) for Customer Relationship Management (CRM) applications. Finally, the authors examine a few specific recommender systems and systems for interaction discovery, as part of brief case studies.
Conference papers on the topic "Social media from a business-to-consumer (B2C)"
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Fischer, Heiko. "Effects of Social Media on B2B Sales." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002278.
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Social Media already plays an essential role in the business-to-consumer (B2C) environment. Platforms such as LinkedIn, Facebook, Twitter, or Instagram are successfully applied in B2C sales to attract new customers. The usage of social media in B2C sales is profoundly analyzed. However, scholars imply that there exist fundamental differences to the application in business-to-business (B2B). On the one side, social media in sales gains increasing attention from B2B companies that seek practical advice for using social media in sales. On the other side, scholars imply that there is limited knowledge on applying social media in B2B sales. Against this backdrop, our paper presents an overview of recent research on social media in B2B sales.Therefore, we conduct research focused on social media in B2B sales. We search in scientific databases such as Business Source Premier, Science Direct, Emerald, Springer Online Library, Wiley Online Library, and Google Scholar to identify relevant literature to this highly topical research theme. Based on our literature research, our paper aims to answer two research questions: What is social media, and how can it be applied in the B2B sales process? What are the effects of social media on B2B sales?To answer our first research question, we provide definitions of social media and explain its application in B2B sales. Additionally, this section describes recent developments of social media and social CRM. This first section will build the fundament for our further research on social media in B2B sales.To answer our second research question, we try to determine how social media affects the sales practices within the B2B sales process. Therefore, we analyze the identified literature in detail. We can find out three main effects of social media on B2B sales based on this. First, the information situation is changing and leading to new challenges in sales. Second, social media profoundly changes the relationships between customers and sales. Third, social customer relationship management must be established as a new management approach to meet the customers’ new requirements. Afterward, we present a discussion on social media in B2B sales, summarize our results, and present relevant future research questions.Summing up, our proposed paper gives a profound overview of social media and how it can be applied in B2B sales along the sales cycle. It investigates the main effects on B2B sales by presenting three key changes. Our paper closes with a discussion that suggests future research questions and advice to B2B companies.
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Oktafani, Farah, Nadya Novandriani K.M., Marheni Eka Saputri, and Trisha Gilang Saraswati. "Social Media Marketing, Electronic Word of Mouth, and its Effect on Purchase Decision Process on The Warunk Upnormal Consumer." In Japan International Business and Management Research Conference. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/jibm.v1i1.222.
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There Warunk UpNormal uses a variety of promotional strategies, including through social media. Warung UpNormal target market is the millennial segment, which is the largest segment in Indonesia's current demographic structure. Therefore, through social media, Warunk UpNormal establishes intense marketing communication with its target market. The purpose of this paper is to examine the effects of social media marketing and electronic word of mouth on a purchase decision process in Warunk UpNormal. A quantitative research methodology was used for the purpose of this research, and the data were collected from 400 customers of Warunk UpNormal who have seen social media and read reviews provided by Warunk Upnormal. The study finds that customers responded positively to Warunk UpNormal social media content, and they have engagement with Warunk UpNormal through social media. Contrary to expectation, the findings showed that both social media marketing and electronic word of mouth has positives but insignificant effect on the purchase decision process. The finding of this study contributes to an understanding of the selected factors in affecting the customer decision process in Warunk UpNormal.
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SKVARCIANY, Viktorija, and Kristina ASTIKĖ. "THEORETICAL ASPECTS OF CULTURAL ECONOMICS CONCEPT." In International Scientific Conference „Contemporary Issues in Business, Management and Economics Engineering". Vilnius Gediminas Technical University, 2021. http://dx.doi.org/10.3846/cibmee.2021.626.
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Abstract. Purpose – the aim of the article is to present the concept of cultural economics upon analysing the scientific literature and to single out the factors that influence the development of cultural economics. Research methodology – analysis and synthesis of scientific literature. The articles published in CA WoS were analysed in order to extract high-quality information on the topic of cultural economics. Findings – after analysis of the scientific literature, the factors of cultural economics have been determined. They are as follows: creativity; new technologies; consumer society; public authorities; artistic forms; media, information, digitisation; local cultural identity; public sector approach to culture; theatre, cinema, museums, crafts; media, social networks; the needs for a consumer society and culture; public sector funding for culture. Research limitations – the main limitation of the current research is that the factors of cultural economics are distinguished from the scientific literature. For more precise identification, the experts should be interviewed as well. Practical implications – the distinguished factors could be used for measurement of the level of a country’s cultural economics level. Originality/Value – the article summarises
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Duda, Aneta. "THE MYTH OF CSR ON THE EXAMPLE OF DOVE CAMPAIGN." In NORDSCI Conference Proceedings. Saima Consult Ltd, 2021. http://dx.doi.org/10.32008/nordsci2021/b2/v4/07.
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"This article discusses the concept of corporate social responsibility (CSR) in the particular case of a controversial Dove campaign for Real Beauty (CFRB) and its role in the production and consumption of contemporary popular meanings of empowerment, social change, and female beauty in global consumer culture. Because in some instances such corporate strategies appear well received, we move beyond cynical dismissal to analyze corporate discourse to identify its transformative possibilities and contradictions. The analysis replaces the oversimplifying approaches to the ethics of CSR with a communicative perspective that highlights the need for a contextual examination of the ethical dilemmas that arisen from CSR practices. In this article, I engage with this CSR campaign, using critical discourse analysis (CDA) to uncover its mechanisms and ideological functioning. CDA of the print, television, and new media texts reveals a certain juxtaposition between liberation and oppression of CFRB. The analysis show how Dove was able to transform an ordinary commodity, skin cleansing products, into a consumer activist brand through which consumers could take part in solving self-esteem and social problems. My analysis of CFRB shows the ways that CSR often operates to co-opte the criticism by embracing it, consolidating brand loyalty and corporate profits, and defuse struggles around consumption. By doing so, CSR forms a complex strategy to legitimize particular brands and commodities, so it can be seen as the ideological force of contemporary consumer capitalism."
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Marrone, Teresa, and Pierpaolo Testa. "Brand algorithms and social engagement in digital era." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002562.
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The world we live in today is pervaded by digital, the net is increasingly present and mixes the dimensions of the physical and the virtual, changing the way we understand, decide and evaluate things and also the way we do business. Artificial intelligence (AI) and related technologies are transforming the way we think and do marketing and the way companies relate to consumers and society.Internet has assumed a key role in nurturing innovation within business ecosystems. AI, big data and Internet of things (IoT) are key drivers of the current revolution in the way of communicating and relating among both individuals and products. This change is mainly due to the impact of algorithms’ mediations on the creation of value and customer engagement.Recent years, growing attention has been devoted to consumer brand engagement through emerging technological platforms (e.g., social media/artificial intelligence-based). However, despite important knowledge advancement, much remains unknown regarding the effect of Consumers’ Technology-Facilitated Brand Engagement (CTFBE) on individuals’ wellbeing, thus determining an important research gap (Hollebeek and Belk, 2021). CTFBE comprises a vital social facet. Hollebeek and Belk (2021) define CTFBE as a consumer’s bloodedly volitional resource investment in technology-mediated brand interactions (Kumar et al., 2019; Hollebeek et al, 2020). Online behavioral customer engagement occurs because of the rise of the new media and the advancement of technology, which have changed the way customers connect and interact with firms (Jahn and Kunz, 2012). One of the most active channels for such an aim are social media (Gummerus et al, 2012) where customers share their own experiences, information, review brands and manifest enthusiasm, delight, or disgust about a brand with others (Hollebeek and Chen, 2014).Digital transformation has totally transformed the value creation process (Reinartz et al., 2019) revolutionizing the way of doing business using the large mass of available data and information, through sophisticated service platforms that increase both effectiveness and efficiency in the value creation processes. AI has been a key component of digital transformation, substantially affecting consumer decision-making (Duan et al., 2021).AI, big data and the IoT are supporting and / or automating many decision-making processes: product, price, channel, supply chain, communication, etc. The customer experience is also redesigned starting from new value creation objectives and can become a stimulus for the creation of new business models. This, in turn, can provide a customized experience that is highly valued by consumers (Lemon and Verhoef, 2016). While new technologies have brought more ways for customers to interact with brands and companies, digital technologies have similarly enabled the automation of company’s interactions with customers (Kunz et al., 2017).According to Kumar et al (2010), AI represents the enabling technology for the transformation of marketing theory and practices: the enormous availability of data, the explosion of the possibilities to reach and interact on the markets and an increased speed of transactions. AI-enabled digital platform helps organizations to attract their customers (Bag et al, 2021; Chawla and Goyal, 2021).An increasing number of marketing decisions already use artificial intelligence in some way, and with the rise of big data is becoming easier to incorporate AI into business practices. Marketers may develop a more effective and personalized communication approach (Mogaji et al., 2020). For this reason, today AI is adopted in all activities where classification, forecasts and clustering are useful or necessary to solve problems and support decisions (management of anomalies in processes, logistics and optimization planning, customer service and customization).In the contemporary world the ubiquity of digital has made fluid the distinctions between channels and has integrated two dimensions of reality (physical and virtual one in phygital), the management of complex processes has become agile and adaptive, the advantages of integration and dynamic use of resources condition the operation of entire businesses. Well, what influence all this changes, new technologies and brand algorithms will have on social engagement?Prior studies on artificial intelligence in service and marketing research have not addressed customer engagement (Kaartemo & Helkkula, 2018). Perhaps, even Kaartemo & Helkkula (2018) specifically called for more research to answer the question: “How can we improve customer engagement through AI?”The article proposal is theoretical/conceptual in nature and starts from an updated review of academic literature on the aforementioned topics, mainly within marketing and business management disciplines, to achieve an interpretative attempt of Brand algorithm and social engagement (role) in digital era. References on request.