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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.
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田寒光, 田寒光, and 張宜平 Han-Kuang Tien. "社群媒體運用於企業對企業行銷成效之探索性分析." 行銷科學學報 18, no. 1 (April 2022): 021–40. http://dx.doi.org/10.53106/181666012022041801002.
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<p>互聯網的發展導致了全球市場的開放。隨著社群時代的來臨，企業與客戶之間的交流是透過許多新興社群媒體進行的。因此，透過社群媒體與用戶互動並建立關係非常重要。產品和服務資訊的快速傳播，甚至對競爭對手和潛在目標市場的了解，已成為企業對企業（Business to Business，B2B）行銷人員不可忽略的一環。</p> <p>全球的貿易模式在疫後正逐漸發生變化。貿易模式造成的訂單碎片化已經與傳統模式大相徑庭。許多國外研究報告表明，B2B企業可以透過運用社群媒體為核心行銷管道取得突破和進展。而大多數 B2B 公司仍處於起步階段，因為許多 B2B 從業者仍然不確定是否或如何有效地使用社群媒體。因此，本研究嘗試在商業運用發展的背景下探討「B2B環境中的社群媒體」現象，增加對於B2B在社群媒體行銷方面的理解與運用。</p> <p>本研究以質性研究（Qualitative Research）作為研究方法，研究對象是行銷領域中的顧問專家及B2B廠商運用社群媒體行銷超過五年的企業主管。採用質性研究能獲得更深入的了解，並從中發現及說明瞭解B2B行銷中如何使用社群媒體。研究歸納出以下之結論：(1) 提升品牌價值，透過內容行銷策略提供專業知識，強化品牌競爭力；(2)創造內容價值，持續發佈實用的內容資訊，累積人脈、信用及收益；(3) 增加客戶價值，客戶參與創新過程以產生連結。</p> <p> </p><p>The development of the internet has led to the opening of global markets. With the advent of the social age, the communication between companies and customers is through many emerging social media. Therefore, it is very important to interact with users and build relationships through online social media. The rapid dissemination of product and service information, and even understanding of competitors and potential target markets, has become an important part of Business to Business (B2B) marketers.</p> <p>Global trade patterns are gradually changing after the epidemic. The fragmentation of orders caused by trade model is already very different from traditional one. Many foreign research reports have shown that B2B companies can make breakthroughs and progress by using social media as their core marketing channel. In order to reach customers, companies have invested in the ranks of social marketing, grabbing the attention of consumers. Most B2B companies are still in their infancy, because many B2B practitioners are still unsure whether or how to use social media effectively.</p> <p>This study uses qualitative research as the research methods. Focusing on interviewing consultant and experts and corporate executives of B2B vendors who use social media as marketing channel for more than five years. We summarize the conclusions as following：(1) Promote brand value，Provide professional knowledge through content marketing strategy to strengthen brand competitiveness；(p2) Create the value of content，Continue to publish useful information to accumulate contacts, credit；(3) Increase customer value，Customers participate in the innovation process to generate connections.</p> <p> </p>
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Cawsey, Timothy, and Jennifer Rowley. "Social media brand building strategies in B2B companies." Marketing Intelligence & Planning 34, no. 6 (September 5, 2016): 754–76. http://dx.doi.org/10.1108/mip-04-2015-0079.
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Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in business-to-consumer (B2C) contexts. Design/methodology/approach Since social media marketing is a relatively new activity for B2B companies an interpretivist stance that is inductive in nature is adopted. Semi-structured interviews were conducted with marketing professionals involved in managing social media programmes in France, Ireland, the UK and the USA. Findings The study found that the level of enagement with social media marketing varied, as summarised in the B2B Social Media Engagement Taxonomy. Enhancing brand image, extending brand awareness and facilitating customer engagement were the most common social media objectives. There was no evidence to suggest that companies saw social media as heralding a paradigm shift in brand management and control of the kind discussed and experienced in B2C social media contexts. The B2B social media strategy framework is proposed; this identifies the following six components of a social media strategy: monitoring and listening, empowering and enagaging employees, creating compelling content, stimulating electronic word of mouth, evaluating and selecting channels, and enhacning brand presence through integrating social media. Originality/value The research contributes to the knowledge base associated with social media marketing by offering insights into and a framework summarising B2B social media strategy.
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Veldeman, Céline, Ellen Van Praet, and Peter Mechant. "Social Media Adoption in Business-to-Business: IT and Industrial Companies Compared." International Journal of Business Communication 54, no. 3 (February 21, 2015): 283–305. http://dx.doi.org/10.1177/2329488415572785.
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This article investigates Belgian business-to-business (B2B) companies’ perceptions of and attitudes toward social media, matching the findings with existing U.S., U.K., and Dutch research. Using survey data from a nonrepresentative judgment sample of 92 Belgian B2B companies, we show that 85.9% of Belgian B2B companies that participated in our research use social media to ensure their influence on target groups. The survey also reveals that 40.8% of IT companies implement a social media strategy against only 26.7% of industrial B2B companies. Relying on the technology acceptance model, we argue that IT companies are more inclined to adopt social media because they evaluate social media’s usefulness higher than industrial enterprises. Qualitative follow-up research (in-depth interviews with 11 B2B enterprises) further explains the observed differences and similarities between both sectors, analyzing perceived benefits and risks, social media knowledge, and strategies. We conclude the article by listing various suggested actions that can help B2B companies effectively leverage social media.
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Habibi, Fatemeh, Caroline Anne Hamilton, Michael John Valos, and Michael Callaghan. "E-marketing orientation and social media implementation in B2B marketing." European Business Review 27, no. 6 (October 12, 2015): 638–55. http://dx.doi.org/10.1108/ebr-03-2015-0026.
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Purpose – The purpose of this paper is to consider the potential of an organisational orientation, namely the electronic marketing orientation (EMO) to address implementation issues in business-to-business (B2B) social media implementation. Previous research has demonstrated differences between B2B and business-to-consumer (B2C) marketing. Design/methodology/approach – The paper draws on existing B2B marketing, social media and organisational orientation literature, both academic and practitioner. This facilitates the development of a conceptual model and research proposition as a basis of further research into addressing contemporary barriers to B2B social media implementation. Findings – The paper contends that each of the four components of the EMO addresses different implementation issues faced in implementing social media and, more specifically, the unique issues faced by B2B marketers. Research limitations/implications – The paper is conceptual in nature; however, it provides directions for future empirical research. Practical implications – The differences in promotional and sales channels and messages required in B2B context are addressed in the research propositions. The paper highlights implementation challenges and how a particular organisational orientation can facilitate the decision-making in dealing with them. Originality/value – The paper provides a unique theoretical contribution by introducing the EMO conceptual model in a specific context of B2B social media marketing.
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Panjaitan, Roymon, Muhammad Iqbal Fassa, Deddy Sulaimawan, and Dian Indriyani. "Investigating Business Drives : Intellectual Capital To Marketing Mix." International Journal of Science, Technology & Management 2, no. 1 (January 27, 2021): 313–32. http://dx.doi.org/10.46729/ijstm.v2i1.107.
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This paper examines the relation of intellectual capital relations in consumer behaviour with social media to the effectiveness of the marketing mix. Sampling as much as 98 responding with the type of sampling quota, data collection techniques with the questionnaire and interviews. The test coefficient of Path in PLS-SEM is used in this study to contribute data from the analysis of the path of consumer behaviour by using social media. Results found that variables of consumer behaviour and social media advertising have a significant effect on the marketing mix, whereas intellectual capital as a liaison variable is not significantly influenced by consumer behaviour and does not significantly affect the marketing mix. Total direct and indirect influence of consumer behaviour variables 54.4% and social media variables at 40.8% to the marketing mix
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Keinänen, Hanna, and Olli Kuivalainen. "Antecedents of social media B2B use in industrial marketing context: customers’ view." Journal of Business & Industrial Marketing 30, no. 6 (July 6, 2015): 711–22. http://dx.doi.org/10.1108/jbim-04-2013-0095.
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Purpose – The purpose of this study is to clarify business-to-business (B2B) customers’ behavior regarding their social media use for B2B purposes and the antecedents of this behavior in the industrial marketing setting. It explores the influence of corporate culture, colleagues’ support and personal and psychological factors on customer behavior toward social media business use. Design/methodology/approach – The authors conducted an online questionnaire survey among key customer accounts of an information technology service company (N = 82). Partial least squares (PLS) path modeling was utilized to analyze the relationship between the dependent variable (social media business use) and the independent variables. Findings – Results show that private social media usage has the most significant relationship with the social media business use. Colleagues at work are also supporting B2B social media use and personal characteristics are also of importance. Surprisingly, perception of usability of social media for B2B use did not explain social media business use within our sample. Research limitations/implications – The chosen methodology, sampling frame and sample size may limit generalizability. Therefore, researchers are encouraged to test the proposed hypothesis in other settings, particularly as the diffusion of B2B social media increases. Practical implications – The paper provides insights into how marketing managers can make an impact with their social media marketing. For example, when planning social media activities, companies need to consider which social media services could serve their marketing and communication targets and would reach the customers. Originality/value – Studies related to social media in B2B, especially from a customer’s perspective, are still limited, and the authors do not know how customer firms value industrial marketing activities in social media. This novel paper provides insights into managers’ reasons for using social media and gives guidelines for B2B marketers on how to conduct social media marketing in the future.
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Huotari, Lauri, Pauliina Ulkuniemi, Saila Saraniemi, and Minna Mäläskä. "Analysis of content creation in social media by B2B companies." Journal of Business & Industrial Marketing 30, no. 6 (July 6, 2015): 761–70. http://dx.doi.org/10.1108/jbim-05-2013-0118.
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Purpose – The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. Design/methodology/approach – Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. The present study examines how B2B marketers can influence content creation in social media. Findings – The paper proposes that B2B firms engaging in social media as part of their marketing efforts should carefully consider the roles and activities of various users, which are directed to and by different internal and external users. B2B companies can influence content creation in social media directly by adding new content, participating in discussions and removing content through corporate user accounts and controlling employee social media behavior or indirectly by training employees to create desired content and performing marketing activities that influence other users to create content that is favorable for the company. Originality/value – The study contributes to the theoretical discussion over B2B marketing communication and the role of social media in it.
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Wang, Yun, Michel Rod, Shaobo Ji, and Qi Deng. "Social media capability in B2B marketing: toward a definition and a research model." Journal of Business & Industrial Marketing 32, no. 8 (October 2, 2017): 1125–35. http://dx.doi.org/10.1108/jbim-10-2016-0250.
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Purpose The purpose of this study is to explore organizational social media capability in business-to-business (B2B) marketing, by focusing on what social media capability is in a B2B marketing context and how it is developed in firms engaged in B2B marketing. Design/methodology/approach This is a thematic literature review, drawing on both B2B marketing and Information Systems literature. In total, 112 academic articles from nine journals were identified and analyzed. The findings were synthesized and compiled to provide answers to the predefined research questions. Findings The results suggest that organizational social media capability is dependent on a deep understanding of a firm’s technological capability, i.e. recognizing the key features and categories of social media and dynamically upgrading the recognition in response to the environmental change. A four-level Social Media Capability Maturity Model (technological, operational, managed and strategic level) that collectively transfers social media’s technological capability to dynamic organizational capability is proposed. Originality/value This study contributes to an understanding of the use of social media in the context of B2B marketing from an organizational dynamic capability perspective. The model is particularly relevant to organizations that have adopted or plan to adopt a B2B social media strategy and is relevant for B2B researchers who are interested in social media research.
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Bernard, Mike. "The impact of social media on the B2B CMO." Journal of Business & Industrial Marketing 31, no. 8 (October 3, 2016): 955–60. http://dx.doi.org/10.1108/jbim-10-2016-268.
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Purpose The commentary paper aims to delve into how social media are being used by chief marketing officers (CMOs) and shows that while many in business-to-customer have understood how to use social media already, their CMO counterparts in business-to-business (B2B) have not made up their minds. So some key questions are raised about B2B CMOs’ readiness to use social media, what this accomplishes and resulting effects upon the role of the CMO within an organisation. Design/methodology/approach The research paper involves use of case studies drawn from IBM experience with social media. Findings B2B CMOs are not ready to make use of social media. Even those who are actively engaging are expressing concern that they are pioneering and have not yet put in place a strategy that they are satisfied with. In addition, social media can be used for after-sales service, getting sales leads, engaging with key influencers, building the company’s reputation and enhancing the industry status of key individuals. B2B firms need to exploit the capabilities of processing massive amounts of data to get the most from social media. Originality/value The paper brings insights to the challenges facing CMOs of B2B firms when using social media. It provides a better understanding of what should be the role of CMOs in the use of social media. The CMO must be the voice of the customer as well as the custodian of the values that enable effective use of social media. Effective collaboration within the boardroom is essential and if the CMO is not a board member, then the company should consider making that change.
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Kärkkäinen, Hannu, Jari Jussila, and Jaani Väisänen. "Social Media Use and Potential in Business-to-Business Companies’ Innovation." International Journal of Ambient Computing and Intelligence 5, no. 1 (January 2013): 53–71. http://dx.doi.org/10.4018/jaci.2013010104.
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The use, potential and challenges of social media in innovation have received little attention in the literature, especially from the standpoint of the business-to-business sector. Therefore, this paper focuses on bridging this gap. The purpose of this paper is to study the use and potential of social media in the innovation context, especially from the perspective of business-to-business companies. The paper starts by defining of social media and Web 2.0, and then characterizes social media in business, social media in the business-to-business sector and social media in the business-to-business innovation process. The paper also studies the essential differences between business-to-consumer and business-to-business in the given respects. Finally the authors present and analyze the results of their empirical survey of 110 respondents from Finnish companies. The results suggest that there is a significant gap between the perceived extensive potential of social media and current social media use in innovation in business-to-business companies. They have also identified potentially effective ways to reduce the gap, and clarify the found differences between B2B’s and B2C’s.
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Drummond, Conor, Thomas O'Toole, and Helen McGrath. "Digital engagement strategies and tactics in social media marketing." European Journal of Marketing 54, no. 6 (March 9, 2020): 1247–80. http://dx.doi.org/10.1108/ejm-02-2019-0183.
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Purpose Digitalisation has increased the importance of online forms of marketing, including social media (SM) marketing, for entrepreneurial firms. This paper aims to identify digital engagement strategies and tactics in developing SM marketing capability. Design/methodology/approach The study uses ethnographic content analysis of an entrepreneurial firm and a network of business-to-business (B2B) actors to classify 1,248 B2B Facebook posts and Twitter tweets from a case of an artisan food producer in addition to semi-structured interviews with 26 networked actors. Findings The authors derive a range of digital engagement strategies (8 in total) and tactics (15 in total) for the four defining layers of SM marketing capability, namely, connect, engage, co-ordinate and collaborate. Research limitations/implications This research focuses on a case study and a network of B2B actors within the artisan food sector. However, the strategies and tactics are applicable to other entrepreneurial firms and contexts. Practical implications The digital engagement strategies and tactics are of direct practical benefit to entrepreneurial firms willing to learn and develop SM marketing capability in interaction with their B2B partners. Originality/value This study investigates three under-researched areas, SM as it relates to B2B relationships, and entrepreneurship, and marketing capability gaps in an era of rapid digitalisation. The definition of SM marketing capability and associated digital engagement strategies and tactics are new to the extant literature moving forward the understanding of SM B2B marketing in theory and practice.
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Kosonen, Miia, and Hanna-Kaisa Ellonen. "The Business Value of Consumer Participation through Social Media." International Journal of Interactive Communication Systems and Technologies 2, no. 1 (January 2012): 1–17. http://dx.doi.org/10.4018/ijicst.2012010101.
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Despite the growing enthusiasm about social media’s revolutionary potential, there is a lack of research on the possible business-side benefits. The authors maintain that in order to realize social media’s business potential, it is essential to identify the roles in which customers can participate in value co-creation. This study explores consumer participation enabled by social interaction technologies in the context of the newspaper and magazine industry. A qualitative analysis of 31 interviews with the publishers of the leading Finnish newspapers and magazines was conducted. A typology of six different roles of online consumer participation was developed: namely, agent, commentator, tester, debater, content producer, and messenger. The more company-driven types of participation (agent, commentator, and tester) can be integrated with product development support and learning from customers, the more consumer-driven types (debater, content producer, and messenger) are able to provide brand support and options for value co-creation.
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Syovina, Melda, Dessy Kurnia Sari, and Dessy Kurnia Sari. "PENGARUH FAMILY BUSINESS IMAGE PROMOTION SORAYA BEDSHEET TERHADAP SOCIAL MEDIA ENGAGEMENT DENGAN BRAND AUTHENTICITY DAN CONSUMER-COMPANY IDENTIFICATION SEBAGAI VARIABEL MEDIASI (SURVEY ON FACEBOOK AND INSTAGRAM USERS)." Jurnal Apresiasi Ekonomi 8, no. 2 (July 15, 2020): 221–34. http://dx.doi.org/10.31846/jae.v8i2.285.
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This study aims to examine the effect of family business image promotion on social media engagement with brand authenticity and consumer-company identification as mediating variable. This research uses Structural Equation Modeling (SEM) method. The sample of this study was Facebook and Instagram social media users who were conditioned to visit social media from Soraya Bedsheet before filling out questionnaire. The result of this study indicate that family business image promotion conducted online on Soraya Bedsheet brand can influences the formation of brand authenticity, brand authenticity influences the formation of consumer-company identification, ultimately consumer-company identification influences social media users to do social media engagement with Soraya Bedsheet brand. The result also indicate that family business image promotion conducted online on Soraya Bedsheet brand can’t influences social social media users to do social media engagement without mediation by brand authenticity and consumer-company identification.Keywords: Family business image promotion, brand authenticity, consumer-company identification, social media engagement.
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Tafesse, Wondwesen, and Anders Wien. "Using message strategy to drive consumer behavioral engagement on social media." Journal of Consumer Marketing 35, no. 3 (May 14, 2018): 241–53. http://dx.doi.org/10.1108/jcm-08-2016-1905.
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PurposeThis study aims to examine how message strategy influences consumer behavioral engagement in social media. To this end, the study develops a comprehensive typology of branded content in social media and tests for its effect on consumer behavioral engagement.Design/methodology/approachA sample of brand posts derived from the official Facebook pages of top corporate brands was double-coded using an elaborate coding instrument. Message strategy was operationalized using three main message strategies (i.e. informational, transformational and interactional) and their paired combinations. Consumer behavioral engagement was operationalized using consumer actions of liking and sharing brand posts. Proposed relationships were tested with MANCOVA and univariate ANOVAs.FindingsResults indicate that the transformational message strategy is the most powerful driver of consumer behavioral engagement, while no significant difference is observed between the informational and the interactional message strategies. Further, complementing the informational and interactional message strategies with the transformational message strategy markedly enhances their effectiveness.Practical implicationsUseful managerial guidance to develop effective message strategies is offered. In particular, the importance of transformational messages, both as a standalone and a complementary message strategy, is underscored. By mastering and deploying transformational messages more frequently in their social media communication, marketers could improve their effectiveness.Originality/valueDrawing on a theory-driven typology, this study sheds light on how message strategy shapes consumer behavioral engagement in a social media context. Importantly, the study documents pioneering empirical evidence regarding the effect of combined message strategies on consumer behavioral engagement.
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Magno, Francesca, and Fabio Cassia. "Establishing thought leadership through social media in B2B settings: effects on customer relationship performance." Journal of Business & Industrial Marketing 35, no. 3 (September 6, 2019): 437–46. http://dx.doi.org/10.1108/jbim-12-2018-0410.
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Purpose Establishing thought leadership by disseminating relevant digital content through social media has become one of the main priorities for marketers in business-to-business (B2B) settings. However, academic research has only recently started to address this phenomenon. In particular, researchers have not yet examined whether and how thought leadership positively influences a firm’s relationship with its customers. This paper aims to propose and test a model to explain how a firm’s thought leadership improves its customer relationship performance. Design/methodology/approach A cross-sectional research design was applied using covariance-based structural equation modeling to estimate the suggested model. Data were collected from a sample of 160 firms in different industries that create and share content on social media. Findings Thought leadership on social media positively influences brand performance and, in turn, customer relationship performance in B2B settings. Moreover, establishing thought leadership on social media results from specific thought leadership capabilities and is supported by social media capabilities. Research limitations/implications This study advances knowledge on social media thought leadership in B2B settings by proposing and testing a model that combines available insights from three distinct but interrelated B2B streams of studies: branding, social media marketing and thought leadership. Moreover, this study conceptualizes the effects of thought leadership, which is consistent with the relational nature of B2B settings. In fact, it explores thought leadership as a means to maintain and strengthen business relationships. However, further studies are needed to explore detailed strategies that affect the effectiveness of thought leadership. Practical implications The results provide managers with evidence on the effectiveness of a thought leadership strategy. Establishing thought leadership on social media can help to nurture customer relationships over time. By sharing valuable content, suppliers can continuously demonstrate their cutting-edge competences and expertise, thus keeping their brand relevant to customers. Originality/value This is the first study to provide evidence of the benefits of social media thought leadership on customer relationships in B2B settings.
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Holliman, Geraint, and Jennifer Rowley. "Business to business digital content marketing: marketers’ perceptions of best practice." Journal of Research in Interactive Marketing 8, no. 4 (October 7, 2014): 269–93. http://dx.doi.org/10.1108/jrim-02-2014-0013.
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Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges. Originality/value – As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.
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Agustiningsih, Glorya, Wiratri Anindhita, and Melisa Arisanty. "Mapping of Indonesian Consumer Behavior on Social Media - Netnography Study of Online Shopping Behavior on Social Media for Improving MSME in Indonesia." KnE Social Sciences 2, no. 4 (June 13, 2017): 312. http://dx.doi.org/10.18502/kss.v2i4.902.
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Usaha Mikro, Kecil, dan Menengah/MSME (Micro, Small, and Medium Enterprises, thereafter called MSMEs) is one of the business sectors playing significant roles in the economic growth of Indonesia. The increase of MSMEs pushes the State Minister for Cooperatives, and Small and Medium Enterprises (SME) to encourage MSME performance by enhancing their quality. One attempt taken is to apply information and communication technology, especially social media, to promote the products. In reality, many MSMEs lack sufficient understanding of social media usage in business. As a result, many MSMEs have difficulties identifying online media consumer behavior in developing their marketing strategies. This researchattempts to map consumer behavior in social mediaand explores how MSMEs can capitalize on the marketing powers of social media. This research uses a netnography method for mapping online consumer behaviour. Primary data are collected from observations of online interaction between consumers and sellers (MSMEs). The results are analyzed using Philip Kotler’s Consumer Behavior Model and Kozinet’s Online Consumer model.
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Kampf, Constance E. "Connecting Corporate and Consumer Social Responsibility Through Social Media Activism." Social Media + Society 4, no. 1 (January 2018): 205630511774635. http://dx.doi.org/10.1177/2056305117746357.
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To highlight aspects of activism obscured by a focus on legitimacy and ideology, this article argues that shifting focus from legitimacy and ideology to identity, problem-solving and dialogue is needed to understand emerging forms of social media native activism that connects consumer social responsibility (CnSR) and corporate social responsibility (CSR). Taking this view as a basis for social activism offers a valuable perspective for understanding some emergent forms of social media activism toward business. Two cases of social media native activist organizations working to create movements are examined from this problem-solving and dialogue-based perspective—Carrotmob and the GoodGuide. These cases represent examples of a post-dialectic frame for understanding how social media can affect approaches to activism.
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Lipiäinen, Heini Sisko Maarit. "CRM in the digital age: implementation of CRM in three contemporary B2B firms." Journal of Systems and Information Technology 17, no. 1 (March 9, 2015): 2–19. http://dx.doi.org/10.1108/jsit-06-2014-0044.
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Purpose – The purpose of this study was to contribute to the current discussion on digitization in companies’ marketing from a customer relationship management (CRM) perspective by examining the role and objectives of CRM and the exploitation of social media to serve the objectives of CRM in contemporary business-to-business (B2B) companies. Design/methodology/approach – The data are collected through semi-structured themed interviews with key marketing/sales managers from three B2B firms. Findings – CRM seems to be moving closer to the company’s core activity and becoming everybody’s business to a greater extent than ever before, but its main goal, to enhance customer relationships, will not necessarily change. Understanding the customer is vital and requires different functions to cooperate closely to ensure the firm has the best possible understanding of its customers. Public social media tools played almost no part in CRM, but closed social media systems might have potential in the future. Research limitations/implications – The chosen research approach limits the generalization of the results. Practical implications – It seems likely that firms will benefit from a collaborative working style over the traditional silo approaches. For B2B firms, public social media does not seems to be the most suitable source to serve CRM but private social media channels might have potential in the future. Originality/value – The lack of empirical examination of the change from company ecosystem to customer ecosystem from a CRM perspective, and the lack of research on social media for CRM in the B2B context, determines the purpose of this study. Furthermore, digitization is a rather new and unstructured phenomenon and many companies are still considering how to reconcile to it.
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Andersson, Svante, and Niclas Wikström. "Why and how are social media used in a B2B context, and which stakeholders are involved?" Journal of Business & Industrial Marketing 32, no. 8 (October 2, 2017): 1098–108. http://dx.doi.org/10.1108/jbim-07-2016-0148.
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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.
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Yuksel, Mujde, George R. Milne, and Elizabeth G. Miller. "Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts." Journal of Consumer Marketing 33, no. 2 (March 21, 2016): 111–23. http://dx.doi.org/10.1108/jcm-04-2015-1396.
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Purpose – This paper aims to explore the interaction between consumer empowerment and social interactions as fundamental social media elements. It demonstrates their relationship in both experiential and informative social media setting where social media complements an offline consumer activity. The study aims to contribute to the literature on social media by demonstrating its complementary role on offline activities through these fundamental elements. Design/methodology/approach – The paper reports three experimental designs that manipulate the empowering and the socializing elements of complementary activities to show their effects on both the complementary online and the complemented offline activities. Findings – The paper presents three empirical studies that reveal the effects of two fundamental social media elements (i.e. empowerment and socialization) on consumers’ responses toward consumption episodes that consist of complementary online and complemented offline activities. It reveals that that these elements increase positive consumer responses toward both the online and the offline activities through psychological empowerment. However, the interaction between the elements changes with respect to specific empowerment types. Research limitations/implications – The paper contributes to the literature on social media by demonstrating its complementary role on offline activities through its empowering and socializing elements. It bridges research on consumer empowerment and socialization in a way that reveals their interaction beyond the extant definitions of empowerment resulting from enhanced communication among consumers. The paper also demonstrates the complementary role of social media on offline consumer behaviors through the effects of these two fundamental elements.The participants of the experimental studies are presented with hypothetical scenarios and asked about their behavioral intentions. Thus, future studies should address the research questions in real-world settings. Practical implications – The paper includes implications for social media usage as a complementary activity to offline real-life consumer behavior through the effects of consumer empowerment and social interactions. Thus, it may benefit marketers seeking to optimize the empowering and socializing components of their social media strategies. Originality/value – This paper fulfils an identified need to study how social media may affect real-life consumer behavior. It also identifies the interaction between the empowering and the socializing elements of social media offerings in both experiential and informative settings.
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Lo, Lawrence W. T., Haksin Chan, Felix Tang, and Kwan-Yu Yeung. "Consumer ethics: insights from business professionals." Asia Pacific Journal of Marketing and Logistics 32, no. 3 (March 13, 2020): 664–80. http://dx.doi.org/10.1108/apjml-07-2018-0273.
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PurposeThis research aims to generate new insights into consumer ethics by tapping into business executives' first-hand experience. The overarching goal of this novel, discovery-oriented approach is to illuminate the interactive relationships between business and consumer ethics, and to offer contextualized insights into consumers' (un)ethical behaviors.Design/methodology/approachThree focus group interviews were conducted with senior business executives representing nine different industry sectors. Thematic analysis was performed to identify key themes for an integrative model.FindingsFour key themes emerged, highlighting: (1) the mutual influence between business and consumer ethics, (2) the nature and intensity of consumer ethics, (3) the dual influence of digital communication, and (4) the partial influence of consumer education. The themes gave rise to an integrative conceptual model.Research limitations/implicationsThis research was limited somewhat by the small and judgmental sample.Practical implicationsConsumers' growing demands for business ethics underscore the need for companies to elevate ethical considerations. The amplified consumer voice on social media is dreaded by business practitioners and is regarded as unethical consumer behavior to be actively managed.Social implicationsBusiness and consumer ethics can mutually influence each other in a benign or vicious circle. Consumer education is effective in some but not all domains.Originality/valueBusiness practitioners' insights reveal (1) the interactivity of business and consumer ethics and (2) the diversity of (un)ethical consumer behaviors. They point to the need for an enriched definition of consumer ethics and an expansion on the categorical structure of consumers' (un)ethical practices.
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Barac, Dušan, Vanjica Ratkovic-Živanovic, Milica Labus, Suzana Milinovic, and Aleksandra Labus. "Fostering partner relationship management in B2B ecosystems of electronic media." Journal of Business & Industrial Marketing 32, no. 8 (October 2, 2017): 1203–16. http://dx.doi.org/10.1108/jbim-02-2016-0025.
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Purpose This paper aims to discuss relationship management in business-to-business (B2B) ecosystem of electronic media. The goal of this research is twofold. First, the goal is to understand and model the impact of customer relationship management technology adoption on B2B relationships. Second, the authors investigated how trends in e-business and partner relationship management (PRM) affect partner relationship quality in public broadcasting. Design/methodology/approach This study deals with the impact that relationship capability, relationship fulfillment, operational PRM, analytical PRM, social PRM and readiness to adopt new e-business models produce on relationship quality of a public broadcaster. The research was conducted on a testing sample of 78 participants. All the participants were representatives of the Serbian public broadcaster’s business partners. Findings Results revealed that relationship capability, analytical and social PRM have a significant impact on relationship quality. In addition to this, the survey suggested that activities such as organizing social events, developing new services, personalization and tailoring of services could improve PRM outcomes. Practical implications The results aim to help practitioners to enhance their relationships with stakeholders and maximize the total outcomes of those relationships. Specifically, managers and practitioners doing business in the field of electronic media could benefit from the presented results. Originality/value Significance of the paper is reflected in the fact that it analyzes innovative concepts and technologies. Conclusions and recommendations put forward in the paper could serve as a good basis and framework for other public broadcasters, particularly for those from the developing countries.
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Weisfeld-Spolter, Suri, Fiona Sussan, and Stephen Gould. "An integrative approach to eWOM and marketing communications." Corporate Communications: An International Journal 19, no. 3 (July 29, 2014): 260–74. http://dx.doi.org/10.1108/ccij-03-2013-0015.
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Purpose – The purpose of this paper is to improve the understanding of how different forms of electronic word-of-mouth (eWOM) and simultaneous marketing communications (MC), two crucial components of relationship marketing, affect consumer persuasion when presented in a business-to-customer (B2C)-sponsored vs a customer-to-customer (C2C)-sponsored social network site (SNS). A concise typology of eWOM is also proposed. Design/methodology/approach – An experiment involving different social network movie sites was conducted testing the effects of different eWOM along with a comparison to MC on consumers’ interest in, and likelihood to watch movie DVDs. Findings – The empirical results showed that not all eWOM types have the same persuasiveness and community sponsorship as a source credibility cue is more influential from a C2C-sponsored SNS than from a B2C one, particularly for many-to-one eWOM communications. Research limitations/implications – Future research should include both positive and negative types of eWOM using different product categories to increase the generalizability of the results. Practical implications – Not all eWOM types are created equal, and thus, SNS sponsorship can lead to source bias and affect the persuasiveness of eWOM embedded in SNSs. The results also imply that not all positive word-of-mouth has a more positive effect than MC. Originality/value – The approach of measuring two forms of communications simultaneously adds to the much-needed integrative approach of studying the simultaneous delivery of MC and WOM and provides a more nuanced view of persuasion knowledge.
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Aydin, Gokhan, Nimet Uray, and Gokhan Silahtaroglu. "How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 4 (January 25, 2021): 768–90. http://dx.doi.org/10.3390/jtaer16040044.
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This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones.
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Ma, Linye, Shuqing Gao, and Xiaoyan Zhang. "How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China." Sustainability 14, no. 2 (January 17, 2022): 1045. http://dx.doi.org/10.3390/su14021045.
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As a new business model, live-streaming commerce has great commercial value. This study used the stimulus–organism–response framework to explore the psychological mechanisms of how live peculiarities impact consumer behavioral responses as well as the effects of gender and platform differences, and to make clear how to choose the two dependent variables of engagement and purchase intentions. Using 454 valid questionnaires from consumers who had made purchases during live streaming, the authors employed partial least squares structural equation modeling to analysis the research model. The results suggest that interactivity, visualization, entertainment, and professionalization play considerable roles in consumer behavioral responses and that their psychological mechanisms are different. Male respondents are more satisfied with interactivity than females. E-commerce platforms are more interactive, visible and professional than social media platforms, and the trust mechanism of social media platforms is immature. If we use engagement to describe consumer behavioral responses of interactivity and purchase intentions to describe consumer behavioral responses of visualization, entertainment, and professionalization, this provides a basis for selecting the two dependent variables in live-streaming commerce. This study extends existing theoretical research on live-streaming commerce and provides some managerial implications for platforms, stores, and streamers.
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Naranjo Cuervo, Roberto Carlos, and Luz Marina Sierra Martínez. "Software tool for analysing the family shopping basket without candidate generation." Ingeniería e Investigación 29, no. 1 (January 1, 2009): 60–68. http://dx.doi.org/10.15446/ing.investig.v29n1.15144.
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Tools leading to useful knowledge being obtained for supporting marketing decisions being taken are currently needed in the ecommerce environment. A process is needed for this which uses a series of techniques for data-processing; data-mining is one such technique enabling automatic information discovery. This work presents the association rules as a suitable technique for discovering how customers buy from a company offering business to consumer (B2C) e-business, aimed at supporting decision-making in supplying its customers or capturing new ones. Many algorithms such as A priori, DHP, Partition, FP-Growth and Eclat are available for implementing association rules; the following criteria were defined for selecting the appropriate algorithm: database insert, computational cost, performance and execution time. The development of a software tool is also presented which involved the CRISP-DM approach; this software tool was formed by the following four sub-modules: data pre-processing, data-mining, results analysis and results application. The application design used three-layer architecture: presentation logic, business logic and service logic. Data warehouse design and algorithm design were included in developing this data-mining software tool. It was tested by using a FoodMart company database; the tests included performance, functionality and results’ validity, thereby allowing association rules to be found. The results led to concluding that using association rules as a data mining technique facilitates analysing volumes of information for B2C e-business services which represents a competitive advantage for those companies using Internet as their sales’ media.
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Narwal, Preeti, and Jogendra Kumar Nayak. "How consumers respond to social norms: an evidence from pay-what-you-want (PWYW) pricing." Journal of Consumer Marketing 36, no. 4 (June 10, 2019): 494–505. http://dx.doi.org/10.1108/jcm-05-2018-2677.
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PurposeThis paper aims to investigate consumer behaviour in response to social norms under pay-what-you-want (PWYW) pricing. Specifically, it explores the critical role of social norms such as norm priming and consumer prior trust in the retailer on consumers’ perceived price fairness, trust, willingness to pay, purchase intentions and intentions to spread negative word of mouth about the retailer.Design/methodology/approachData on dependent measures were collected through the scenario-based online experimental approach and assessed using MANOVA analysis.FindingsResults confirm the significance of norms by indicating the critical role of norm belief on consumer responses. Also, increasing the salience of norms by priming them usually intensifies negative behaviour, and pre-existing trust in the retailer serves as an imperfect cushion against consumer negative reactions to norm violation, but this effect is observed to be decreasing with increase in prior trust.Research limitations/implicationsFurther research should consider the contextual (time, place, media) influences and assumptions to increase the generalizability of the findings.Originality/valueTo the best of the authors’ knowledge, this is the first paper to explicitly examine the effects of social-norm compliance by sellers on consumer behaviour in the context of PWYW pricing.
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Tian, Lin, Baojun Jiang, and Yifan Xu. "Manufacturer’s Entry in the Product-Sharing Market." Manufacturing & Service Operations Management 23, no. 3 (May 2021): 553–68. http://dx.doi.org/10.1287/msom.2020.0919.
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Problem definition : Mobile communications technologies and online platforms have enabled large-scale consumer-to-consumer (C2C) sharing of their underutilized products. This paper studies a manufacturer’s optimal entry strategy in the product-sharing market and the economic implications of its entry. Academic/practical relevance : Sharing of products or services among consumers has experienced dramatic growth in recent years. The impact of C2C sharing on traditional firms can be very significant. In response to C2C product sharing, many manufacturers (e.g., General Motors and BMW) have entered the product-sharing market to provide business-to-consumer (B2C) rental services in addition to outright sales to consumers. Methodology : We employ a game-theoretic analytical model for our analysis. Results : Our analysis shows that when C2C sharing has a low transaction cost and the manufacturer’s marginal cost of production is not very high, the manufacturer will find it not optimal to offer its own rental services to consumers. In contrast, when the C2C sharing transaction cost is high or the manufacturer’s marginal cost of production is high, the manufacturer should offer enough units of the products for rental to squeeze out C2C sharing (in expectation). When the C2C-sharing transaction cost and the manufacturer’s marginal cost are both in the middle ranges, the manufacturer’s rental services and the C2C sharing will coexist, in which case the manufacturer’s entry in the sharing market may reduce the total number of units of the product in the whole market, but increase the consumer surplus and the social welfare. This reduced number of products due to the manufacturer’s B2C rental service also suggests less environmental impact from production. Managerial implications : The production cost and the C2C sharing transaction cost play critical roles in determining the manufacturer’s optimal quantity to use for its B2C rental services and the equilibrium outcome. In some situations, the manufacturer’s entry in the sharing market provides not only economic benefits to the firm and consumers, but also environmental benefits to the society as a whole.
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Khan, Affan Ahmed, Ming Zheng Wang, Sadaf Ehsan, Mohammad Nurunnabi, and Maaida Hussain Hashmi. "Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues." Sustainability 11, no. 9 (May 9, 2019): 2663. http://dx.doi.org/10.3390/su11092663.
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Acknowledging the widespread use of social media and the exponential growth of digital technology, a number of reputable organizations and small and medium-sized enterprises (SMEs) have shifted their traditional marketing tools to approach new markets for the growth of their businesses. Such companies have introduced their business over social media in order to gain greater attention from the consumers. However, the major concern addressed regarding how products and services are promoted online is regarding sustainable marketing. It is explored that most of the consumers tend to view online businesses by visualizing essential factors that reflect sustainability and thus, SMEs have started to analyze specific web atmospheric cues, which contribute in developing social media according to consumer behavior and their perceptions. To assess the research area, the following study is performed to understand possible measures that are significant in bridging business and consumer needs. This research incorporates a quantitative research method for gathering specific data by using questionnaires. From the findings of the research, it is analyzed that consumers are likely to perceive and give attention to social media by analyzing specific cues, including visuals, ethics, information, social, and security. It is concluded that SMEs could foster their online businesses by adopting effective sustainable marketing strategies aligned according to specific web atmospheric cues.
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Pascucci, Federica, Chiara Ancillai, and Silvio Cardinali. "Exploring antecedents of social media usage in B2B: a systematic review." Management Research Review 41, no. 6 (June 18, 2018): 629–56. http://dx.doi.org/10.1108/mrr-07-2017-0212.
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PurposeThis paper aims to review the state-of-the-art literature on social media adoption in business-to-business (B2B) contexts to propose an inclusive and theoretical viewpoint to understand the antecedents of this phenomenon.Design/methodology/approachThis paper presents the results of a systematic literature review. For this purpose, 29 studies published in academic journals, books and conference papers in the field of marketing and management from 2001 to 2017 were analysed.FindingsThe results show that the number of studies has increased in the past five years. Three different groups of antecedents are identified by considering the nature of these factors (personal, organisational and external) and analysed at two different levels of adoption: individual and firm/function. Managerial implications and future research insights are provided.Research limitations/implicationsThis research area deserves much more attention, both theoretical and empirical, to analyse the existing classifications and develop new categories of antecedents of social media adoption in B2B. Further studies are needed on the individual level of adoption, on new skills and capabilities required to use social media as well as on the social factors influencing usage.Practical implicationsThe literature review allows to understand the role of personal, organisational and social antecedents and suggest ways to improve the level and quality of adoption.Originality/valueDespite a considerable interest in research on social media, this paper provides the first complete framework in the new field of study concerning social media adoption in B2B.
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Trehan, Deepak, and Rajat Sharma. "What motivates members to transact on social C2C communities? A theoretical explanation." Journal of Consumer Marketing 37, no. 4 (February 20, 2020): 399–411. http://dx.doi.org/10.1108/jcm-04-2019-3174.
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Purpose This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no intermediation or payment of fees by any party. The phenomenon is in contrast with the traditional C2C transactions, on websites such as eBay, where the company website facilitates the transaction between consumers, charges a fee to sellers and provides limited information about buyers and sellers. Design/methodology/approach Drawing from media richness theory and social capital theory, this paper thus proposes and empirically tests a theoretical model developed using data collected from people making transactions on these communities that synthesize the motivations behind consumers’ intention to buy. Findings The results indicate that the media richness of the Facebook platform increases the social capital and sense of virtual community among users, which further impacts the purchase intentions of users. Social capital alone does not lead to purchase intention and indirectly impacts purchase intentions through the trust dimension. Research limitations/implications This study contributes to theorizing the role of the platform, social capital and sense of virtual community in buying behavior on SNSs and provides valuable new insights into these constructs for the brand managers on social media sites. Originality/value Existing research on social commerce does not hold true for C2C communities on SNSs. This paper provides a new perspective into these communities through the lens of media richness and social capital constructs as antecedents of purchase intentions on these communities.
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Marlita, Estiva, Veronika Rahmawati. SE.,M.Si, and Santho Vlennery M. "Kajian Media Sosial dan Kualitas Produk pada Minat Beli Konsumen Kaos Stelabs Startup Business." Indonesian Journal of Management Science 1, no. 1 (April 11, 2022): 51–60. http://dx.doi.org/10.55840/ijms.v1i1.73.
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Stelabs startup business produces themed t-shirts that are marketed in Surabaya. Stelabs is a new product or business that is also required to create new innovations and promotions that are different from the existing t-shirt business. In addition to promoting products, product quality factors also have an important role in the process of attracting consumer buying interest, especially as a consideration for a consumer in buying a product. This study aims to determine the effect of social media promotion and product quality on consumer buying interest at Stelabs. The study used a quantitative research design with a survey approach. Respondents in this study were 179 respondents. The results of this study indicate that social media promotion has a positive and significant effect on consumer buying interest in Stelabs, so it can be concluded that the better social media provided by Stelabs, the better the influence on consumer buying interest. Product quality has a positive and significant effect on consumer buying interest in Stelabs, so it can be concluded that by improving product quality, consumer buying interest in Stelabs will also increase.
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Dhaoui, Chedia, Cynthia M. Webster, and Lay Peng Tan. "Social media sentiment analysis: lexicon versus machine learning." Journal of Consumer Marketing 34, no. 6 (September 11, 2017): 480–88. http://dx.doi.org/10.1108/jcm-03-2017-2141.
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Purpose With the soaring volumes of brand-related social media conversations, digital marketers have extensive opportunities to track and analyse consumers’ feelings and opinions about brands, products or services embedded within consumer-generated content (CGC). These “Big Data” opportunities render manual approaches to sentiment analysis impractical and raise the need to develop automated tools to analyse consumer sentiment expressed in text format. This paper aims to evaluate and compare the performance of two prominent approaches to automated sentiment analysis applied to CGC on social media and explores the benefits of combining them. Design/methodology/approach A sample of 850 consumer comments from 83 Facebook brand pages are used to test and compare lexicon-based and machine learning approaches to sentiment analysis, as well as their combination, using the LIWC2015 lexicon and RTextTools machine learning package. Findings Results show the two approaches are similar in accuracy, both achieving higher accuracy when classifying positive sentiment than negative sentiment. However, they differ substantially in their classification ensembles. The combined approach demonstrates significantly improved performance in classifying positive sentiment. Research limitations/implications Further research is required to improve the accuracy of negative sentiment classification. The combined approach needs to be applied to other kinds of CGCs on social media such as tweets. Practical implications The findings inform decision-making around which sentiment analysis approaches (or a combination thereof) is best to analyse CGC on social media. Originality/value This study combines two sentiment analysis approaches and demonstrates significantly improved performance.
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Rohmawati, T., and J. Rahmayanti. "Information Technology for Consumer Interest Withdrawal." International Journal of Research and Applied Technology 1, no. 1 (June 25, 2021): 97–102. http://dx.doi.org/10.34010/injuratech.v1i1.5649.
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The purpose of this study is to determine the impact of social media content as a Consumer Interest Withdrawal Strategy. The method used in this study is a qualitative method by collecting data descriptively, namely by analyzing several online shops on the Instagram application. The results show that social media is used to buy products from the online shop. Online shop owners do not need to use a lot of money to arrange content on Instagram because it only requires creativity to make it more attractive, namely with themes, colors, and the preparation of content that is consistent. In conclusion, the development of technology provides a place for business people to start and continue business from marketing, promotion, to making consumers have a more efficient interest
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Muhammad Reza Rizky Nazarudin, Joko Samodra, and Joni Agung Sudarmanto. "Perancangan Laman Beart.id sebagai E-commerce Produk Digital." JoLLA: Journal of Language, Literature, and Arts 2, no. 6 (June 24, 2022): 838–56. http://dx.doi.org/10.17977/um064v2i62022p838-856.
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Abstract: Beart.id is an online media for the creative industry ecosystem in Indonesia. Established in 2019, Beart stands for beautiful art. With their main issues covering 17 sub-sectors of the creative economy. This year, art is developing digital products in the form of fonts and graphic design templates. From this, Beart needs a place to sell and promote his digital products. After considering the results of the e-commerce feature survey with a percentage of 92.6 percent of respondents saying that having their own e-commerce website system can help the online buying and selling process of the brand's products. From this problem, the design of the beart.id website was born as an e-commerce digital product. The author uses the Design Thinking design method popularized by David Kelley and Tim Brown, the founder of IDEO. There are 5 panels in this method, including: Empathize, Define, Ideate, Prototype, and Test. The purpose of the E-Commerce website beart.id is to accommodate digital products from Beart and to meet the business needs of B2B (Business to Business) and B2C (Business to Consumer) digital products. The e-commerce website is called a beart shop. For the final conclusion, a test was carried out through a questionnaire using a Likert scale resulting in a score of 89 percent, which means that according to the interval scale, I strongly agree. This percentage means that Beart's e-commerce website is running well, is attractive to consumers and user friendly. Keywords: website; e-commerce; digital product; Beart.id Abstrak: Beart.id merupakan sebuah media daring untuk ekosistem industri kreatif di Indonesia. Berdiri sejak tahun 2019, Beart memiliki singkatan beautiful art. Dengan isu utama mereka meliputi 17 subsektor ekonomi kreatif. Ditahun ini beart sedang mengembangkan produk digital berupa font, dan template desain grafis. Dari hal tersebut beart memerlukan wadah untuk menjual serta mempromosikan produk digitalnya. Setelah menimbang hasil survei fitur e-commerce dengan persentase 92,6 persen responden mengatakan bahwa memiliki sistem laman jual-beli/ecommerce sendiri dapat membantu proses jual-beli online dari produk brand tersebut. Dari masalah tersebut lahirlah perancangan laman beart.id sebagai e-commerce produk digital. Adapun penulis menggunakan metode perancangan Design Thinking yang dipopulerkan oleh David Kelley dan Tim Brown pendiri IDEO. Ada 5 panel dalam metode tersebut, yaitu diantaranya: Empathize, Define, Ideate, Prototype, dan Test. Tujuan E-Commerce laman beart.id adalah menampung produk digital dari Beart serta memenuhi kebutuhan bisnis B2B (Business to Business) dan B2C (Business to Consumer) terhadap produk digital. Adapun laman e-commerce ini bernama beart shop. Untuk kesimpulan akhir dilakukan test lewat kuesioner menggunakan skala likert menghasilkan skor 89 persen yang artinya menurut skala interval sangat setuju. Persentase tersebut memberikan arti bahwa laman e-commerce Beart sudah dapat berjalan dengan baik, menarik bagi consumer dan user friendly. Kata kunci: laman; perdagangan elektronik; produk digital; Beart.id
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Pollak, Frantisek, and Michal Konecny. "Analysis of E-Consumer Behaviour – Selected Findings from an Analysis of Czech E-Shops and their Customers during the Global Pandemic." SHS Web of Conferences 90 (2021): 01015. http://dx.doi.org/10.1051/shsconf/20219001015.
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The study presented in this contribution deals with the issue of using modern methods of data collection for the purposes of analysing consumer behaviour. Professional literature as well as business practice offer us an enormous number of approaches, traditional or innovative, with which it is possible to obtain and then evaluate data in order to understand specific patterns of consumer behaviour. Following on from our previous research in the field, we have applied a method of collecting and evaluating customers e-data in real time. As a source of data, we used the virtual social network Facebook. As a sample we selected customers of the five largest e-shops operated in the Czech Republic. On a sample of more than one and a half million users we monitored the B2C communication of e-shops and subsequently the C2B Facebook interaction of their customers during the lockdown caused by the COVID-19 pandemic. In the observed period we analysed hundreds of thousands of interactions and then outlined basic trends and specific characteristics of consumer behaviour suitable for further research. The selected findings resulting from the implemented analyses contribute to the creation of a knowledge base of a qualitative nature, which can help to define research goals in the future process of examining the effects of the pandemic on various aspects of business.
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Barbosa, Belem, and Isabel Fonseca. "A phenomenological approach to the collaborative consumer." Journal of Consumer Marketing 36, no. 6 (September 9, 2019): 705–14. http://dx.doi.org/10.1108/jcm-11-2017-2468.
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Purpose Collaborative consumption emerges from social practices such as sharing, lending and gifting. It is becoming more common among consumers, boosted by the internet, which facilitates the collaboration process with both strong and weak ties. This paper aims to examine collaborative consumer experience, delving into the factors that contribute to the adoption and the perceived benefits of this alternative form of consumption. Design/methodology/approach A total of 12 phenomenological interviews were conducted o explore the theme from an individual perspective, attested by the consumers’ narratives and experiences. Findings The results highlight collaborative consumption as being influenced by family practices, social relations and the current economic scenario. Also, noteworthy is the evidence that collaborative consumption enables consumers to select from a more diversified portfolio of products and services, especially the ones featured by the internet and social media. Consumers perceive financial, emotional, social, environmental and increased consumption benefits, depending on their practices of collaborative consumption, and also on their role as providers, consumers or exchangers. Originality/value Through the phenomenological approach, based on individual reports of experiences related to collaborative consumption, it was possible to highlight some aspects relevant to better understanding the behavior of collaborative consumers.
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Szolnoki, Gergely, Dimitri Taits, Moritz Nagel, and Alessio Fortunato. "Using social media in the wine business." International Journal of Wine Business Research 26, no. 2 (June 10, 2014): 80–96. http://dx.doi.org/10.1108/ijwbr-09-2013-0031.
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Purpose – This paper aims to conduct two studies to investigate the use of social media tools by wineries in Germany and assess the impact of Facebook membership on customers by comparing them with customers who were not members. Today, a vast number of books and studies are being published about social media in general, but less is known about their usage and effectiveness in the wine industry. Design/methodology/approach – The first study was conducted among 321 German wineries. It focused on the attitudes and preferences of the winemakers regarding social media, and it analysed the daily use of this new communication tool. The second study took place in August 2012, and it set out to define the value that accrued to a winery from having Facebook fans. This analysis was based on an online survey with customers of the winery as well as on a comparative analysis of the buying patterns of customers who were Facebook fans and those who were not. The analysis compared the turnover from the purchases of both groups over a period of three years. Findings – It was determined that 60 per cent of German wineries did communicate with their customers using social media. Facebook was the most important social media channel, followed by Twitter and YouTube. Of the winemakers interviewed, 40 per cent planned, in the near future, to implement additional activities involving social media. The consumer study proved that Facebook fans had a higher turnover compared to the non-Facebook fans of the winery studied. This finding emphasises the loyalty of Facebook fans. In addition, the study revealed that Facebook fans are open to receiving sales offers from the company which they support. Practical implications – Winery owners should be aware of the effectiveness of this modern communication tool. This is not only because Facebook fans generate a much higher turnover but also because of the possibility that they are interested in additional special offers on Facebook, which could mean an expansion of the available sales channels. Originality/value – To our knowledge, this kind of overview about the Germany wine sector as well as about the value of a Facebook-fan of a winery has not yet been undertaken.
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Koponen, Jonna Pauliina, and Saara Rytsy. "Social presence and e-commerce B2B chat functions." European Journal of Marketing 54, no. 6 (April 6, 2020): 1205–24. http://dx.doi.org/10.1108/ejm-01-2019-0061.
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Purpose Currently, online chat is in common use in e-commerce. By adding social interaction to the online context, companies hope to increase customers’ purchasing intentions. However, previous studies have not investigated how social presence is embedded in online business-to-business (B2B) chat conversations between buyers and sellers. Moreover, the functions of online chat in B2B sales have not been investigated. Design/methodology/approach The data was collected at a case company over the course of four years, from which the authors analyzed 157 online chat conversations between buyers (n = 157) and sellers (n = 9) with a theory-driven thematic analysis. In addition, data from the company’s customer relationship management system was collected to specify buyer types. Findings The results reveal that social presence was embedded in online B2B chat via buyers’ interactive, affective and relationship maintenance responses. Social presence differed depending on the type of buyer, with only existing customers having relationship maintenance responses. E-commerce B2B chat functions can be described as multiple and changing depending on the buyer–seller relationship stage. Research limitations/implications Having data only from one case company limits the results to one type of industry. Practical implications The results can be used in sales training and when developing online chat services. Originality/value Results bring scientific utility to B2B sales and marketing research, as the authors build a bridge between social presence, the existing theoretical model on B2B buyer–seller relationship development and online chat as a communication medium. Other researchers may use this understanding when exploring B2B buyer–seller interaction in different digitalized communication media.