Ok, this publication covers the use of social media by service vendors to promote their serices and to interact with customers. Are there any studies out there which surveyed the buyer's B2B use of social media during customer journeys?
Conference Paper The use of social media for marketing purposes by Czech comp...
Sorry, but I have not tried to find this type of study (companies focus only on B2B) with emphasis on their using of social media. But next year we will prepare new study where we want to look for differences between the use of social media by B2B a B2C companies.
Dear George Szanto,
Please find attached a report that compares the B2B vs. B2C gains in the context of Social Media Monitoring. This is not an academic paper. It is more of an industry overview document. But it should offer pointers to your question of B2B use of social media [The first attachment].
Also, there is a good HBR case study titled : "Maersk Line: B2B SOCIAL MEDIA—“IT’S
COMMUNICATION, NOT MARKETING”. The link for the same is also attached. [The second attachment].
Hope these two documents are good starting points. Had your question come after a couple of months, I would have added one of my papers also! It is currently in the review pipeline and is on a similar theme.
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
http://hbr.org/product/maersk-line-b2b-social-media-it-s-communication-not-marketing/an/B5779-PDF-ENG
Gentlemen, thanks for your useful answers. I will check out your references. I hope this reply gets posted, as my previous attempt did not.
"Marketing communication strategies in support of product launch: An empirical study of Taiwanese high-tech firms" Chien-Wei Chen a,⁎, Chung-Chi Shen b, Wan-Yu Chiu 2007.
- Badges
- Science topic
- Similar topics
- Social Psychology
- Attitude