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Social media technology adaptation in B2B – A case study
2014 (English)Conference paper, Published paper (Refereed)
Abstract [en]

The advent of social media as a modern communication tool has been extensively studied in the B2C domain; however its use as a communication platform in the B2B sector has thus far been under researched. This paper will examine two cases that will demonstrate different approaches to the social media communication paradigm. The inclusion of these techniques in the classical communication theory will be necessary as B2B and B2C become increasingly important in the modern business environment. Just as social media has proved to be advantageous in the B2C market, the same advantages exist within the B2B realm. With the proper application of the correct communication strategy it is hypothesized that an increase in business and benefits will follow, this will be examined from the perspective of the two case studies. 

Place, publisher, year, edition, pages
WDC-USA, 2014.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:kth:diva-220356OAI: oai:DiVA.org:kth-220356DiVA: diva2:1167560
Conference
International Association for Management of Technology (IAMOT)
Note

Key words: Social media, Marketing communication, B2B, Communication strategy, Case studies. QC 20171219

Available from: 2017-12-19 Created: 2017-12-19 Last updated: 2017-12-19Bibliographically approved
In thesis
1. Digital Marketing Strategy:B2B and Stakeholders Communication
Open this publication in new window or tab >>Digital Marketing Strategy:B2B and Stakeholders Communication
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context.

Through this research, I contribute by exploring the adoption strategies of digital platforms in the B2B supply chain including B2B firms, retailers and end users. By digital media, I mainly refer to social media and beacon technology. First, I begin this thesis by identifying the adoption and integration strategies of social media and digital marketing into traditional marketing channels in a B2B context. In this part, I identify the B2B firms’ target audience and propose a model facilitating a B2B firm’s practical social media adoption strategies.

Second, to explore the benefits of different social media content sharing approaches derived from information accessibility resulted in the prior study of this thesis, I introduce and examine Public and Gated-Content sharing approaches. Thereafter, assisted by Social Power Theory and Resource Dependence Theory, I examine the effect of Public and Gated-Content sharing approaches on the target audience’s willingness to interact with the firm. The findings of this study reveal that Gated-Content approach can help the firms build closer relationship with the target audience and engage them in a co-creation process.

Third, by studying proximity marketing through the adoption of beacon technology in the retail context, I explore the current methods of usage, as well as the benefits and challenges of in-store proximity marketing adoption for content sharing purposes. I complete the thesis by presenting the different challenges of such adoption, which consist technical, human behavior, managerial perception, resource and privacy factors. Finally, I identify the need to integrate the physical aspect of place and location back again into the online digital communication channels within a retail context.

Place, publisher, year, edition, pages
Stockholm: KTH Royal Institute of Technology, 2018. p. 63
Series
TRITA-IEO, ISSN 1100-7982
Keyword
Digital Media, Proximity Marketing, Beacon Technology, Social Media
National Category
Media and Communications Information Systems, Social aspects
Research subject
Industrial Economics and Management; Media Technology; Information and Communication Technology
Identifiers
urn:nbn:se:kth:diva-220144 (URN)978-91-7729-639-3 (ISBN)
Public defence
2018-01-15, F3, Lindstedtsvägen 26, Stockholm, 13:00 (English)
Opponent
Supervisors
Funder
Swedish Retail and Wholesale Development Council
Note

QC 20171219

Available from: 2017-12-19 Created: 2017-12-16 Last updated: 2017-12-19Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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