مقاله انگلیسی رایگان در مورد رسانه اجتماعی و بازاریابی موبایل در خرید صنعتی – الزویر 2018

Digital, Social Media, and Mobile Marketing (DSMM) describes an ongoing major transformation in marketing. It condenses several technological developments affecting marketing research and practice (Lamberton & Stephen, 2016). In B2B contexts, DSMM usage remains scarce, mainly aiming for aspects such as brand image rather than being implemented in industrial information search and purchasing, yet presenting considerable potentials (Järvinen, Tollinen, Karjaluoto, & Jayawardhena, 2012; Michaelidou, Siamagka, & Christodoulides, 2011; Strong & Bolat, 2016). Information search and purchasing, often summarized as buying behavior, are essential activities of industrial firms (Van Weele, 2004). In industrial buying, information search describes the action conducted by the buyer in order to obtain all relevant information sources for the buying decision, often involving the consideration of data from different origins (Bunn & Clopton, 1993). Industrial buying behavior is characterized as a complex process with multiple dimensions (Johnston & Lewin, 1996) and phases (Brossard, 1998). In B2B contexts, information search and purchasing normally are more formalized than in B2C contexts, for example resulting in buying centers with multiple buyers (Webster & Wind, 1972). In context of DSMM, distinct differences delineate B2B and B2C usage (Moore, Hopkins, & Raymond, 2013; Swani, Milne, Prown, Assaf, & Donthu, 2016; Swani, Prown, & Milne, 2014). The factors influencing industrial buying are evolving constantly, as reflected by emerging information technologies or cultural developments (Hertweck, Rakes, & Rees, 2009; Wiersema, 2013). Since such alterations are expected especially through DSMM (Lamberton & Stephen, 2016), the present paper addresses the following research questions: 1. Which changes in buying behavior result from the usage of DSMM in B2B contexts? 2. Which factors influence these changes, resulting in valid criteria for customer segmentation for DSMM? Therefore, this study addresses four aspects which have been comparably seldom regarded in present research. First, no systematic literature review of DSMM in context of industrial buying has been published so far. Alejandro, Kowalkowski, da Silva Freire Ritter, Marchetti, and Prado (2011) state that many studies address subcategories in this field, but do not present a systematic overview.