Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Adoption Strategies of Social Media in B2B: A Multiple Case Study Approach
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
The University of Sydney Business School.
Högskolan i Halmstad.
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2018 (English)In: Journal of Business and Industrial Marketing, ISSN 0885-8624Article in journal (Refereed) Accepted
Abstract [en]

Purpose – The purpose of this study is to clarify business-to-business (B2B) firms’ strategies of social media (SM) marketing communication. Secondly, to explore the factors contributing to the formation of adoption and integration strategies, and identify who the B2B firms target.Design/methodology/approach – A multiple case study approach is utilized to compare four multinational corporations and their practices. Face to face interviews with key managers, as well as extensive readings and observations of the firms’ websites and SM platforms have been conducted.Findings – The study results in a model, illustrating different processes of selection, adoption and integration involved in the development of SM communication strategy for B2B firms. Major factors involved in determining the platform type, and strategies used within different phases and processes are identified.Research limitations/implications – Since the chosen methodology may limit generalizability, further research is encouraged to test the model within a B2B context especially within SMEs, as only large multinational corporations were investigated in this study.Practical implications – The paper provides insight in to how B2B marketers can align SM with the firm’s goals through the strategic selection of platforms in order to reach the targeted audience and communicate their message.Originality/value - The study uncovers the benefits gained by B2B firms’ through interaction with individuals on SM. This is a significant contribution as the value of such interaction was previously undefined and acted as a barrier for adopting SM in some B2B firms.

Place, publisher, year, edition, pages
2018.
Keyword [en]
Social media adoption, strategy, B2B marketing, communication channels, IMC
National Category
Business Administration
Research subject
Industrial Economics and Management
Identifiers
URN: urn:nbn:se:kth:diva-224755OAI: oai:DiVA.org:kth-224755DiVA, id: diva2:1192373
Note

QCR 20180326

Available from: 2018-03-22 Created: 2018-03-22 Last updated: 2018-03-26Bibliographically approved

Open Access in DiVA

No full text in DiVA

Search in DiVA

By author/editor
Lashgari, MaryamUlfvengren, Pernilla
By organisation
Industrial Economics and Management (Dept.)
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 87 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf