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    Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward

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    Publication date
    2021
    End of Embargo
    2022
    Author
    Tiwary, N.K.
    Kumar, R.K.
    Sarraf, S.
    Kumar, P.
    Rana, Nripendra P.
    Keyword
    Business to Business
    B2B branding
    Brand management
    Industrial marketing
    Innovation
    Content marketing
    Social media
    Sales management
    Rights
    © 2021 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license (https://creativecommons.org/licenses/by-nc-nd/4.0/)
    Peer-Reviewed
    Yes
    Open Access status
    Green
    
    Metadata
    Show full item record
    Abstract
    Although various critical elements, such as media publicity, word of mouth, legislation, and environmental factors, are not under the control of a company, they play a significant role in influencing its brand image. Uncertainty over how different social networking sites can support brands is one of the crucial reasons for the delayed acceptance of social media (SM) in business-to-business (B2B) transactions. SM possesses immense potential in relation to gathering customer data and assisting B2B marketers. Therefore, this study reviewed SM usage in the B2B context, based on 294 selected articles. The methodology included bibliometric analysis to identify the impact of SM usage in the B2B domain and content analysis to perform a thematic assessment. Our analysis found that many B2B firms cannot leverage SM’s potential to its fullest compared to business-to-customer (B2C) firms. However, SM can help B2B marketers build their brand presence and trust globally, ultimately helping them find potential customers and build relationships with global supply chain providers.
    URI
    http://hdl.handle.net/10454/18406
    Version
    Accepted manuscript
    Citation
    Tiwary NK, Kumar RK, Sarraf S et al (2021) Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward. Journal of Business Research. Accepted for publication.
    Type
    Article
    Notes
    The full-text of this article will be released for public view at the end of the publisher embargo, 18 months from first publication.
    Collections
    Management and Law Publications

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