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The use of Social Media in Marketing Management: : -A Multiple Case Study of B2B Companies


Importance of the Study: Over the last decade or so the B2C organizations are making full usage of the social media platform as a tool of their marketing mix. However, the adoption of social media in the marketing activities of the B2B sector has not quite registered the growth which the B2C organizations have. The reason behind this being previous failed experiences of the B2B sector with the social media marketing usage. Furthermore, the B2B firms do not put many efforts in their social media activity as compared to B2C firms. Thus, the study of social media on the marketing management of the B2B firms becomes important. This was done by studying the case of multiple B2B firms and drawing best practices inferences from it.

Purpose of the study: The reason why this study has been undertaken is due to the fact the previous studies have focused upon ‘why’ B2B firms have failed to achieve the success which B2C firms have achieved using social media......

【作者名称】: Qin, Liao, Shengyi, Zong, XiYuan, Ran
【关 键 词】: The use of Social Media in Marketing Management: : -A Multiple Case Study of B2B Companies
【网站名称】: 在线学术档案数据库
【期刊论文数据库】: [DBS_Articles_01]
【期刊论文编号】: 103,646,226
【摘要长度】: 1,000
【栏目名称】: 所有文件
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