A comparison of social media marketing between B2B, B2C and mixed business models

Iankovaa, Severina, Davies, Iain, Archer-Brown, Chris, Marder, Ben and Yau, Amy ORCID: https://orcid.org/0000-0002-8782-0102 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81 , pp. 169-179. 10.1016/j.indmarman.2018.01.001

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Abstract

This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi's (2012) customer engagement cycle is utilized to compare organizational practices in relation to social media marketing in B2B, B2C, Mixed B2B/B2C and B2B2C business models. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Elsevier
ISSN:	0019-8501
Date of Acceptance:	2 January 2018
Last Modified:	23 Oct 2022 13:46
URI:	https://orca.cardiff.ac.uk/id/eprint/111684

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