مشخصات مقاله | |
ترجمه عنوان مقاله | استفاده استراتژیک از رسانه های اجتماعی در بازاریابی تجارت به تجارت (B2B): مروری بر ادبیات سیستماتیک |
عنوان انگلیسی مقاله | Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review |
انتشار | مقاله سال 2021 |
تعداد صفحات مقاله انگلیسی | 24 صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
پایگاه داده | نشریه الزویر |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
6.856 در سال 2020 |
شاخص H_index | 136 در سال 2021 |
شاخص SJR | 2.022 در سال 2020 |
شناسه ISSN | 0019-8501 |
شاخص Quartile (چارک) | Q1 در سال 2020 |
فرضیه | ندارد |
مدل مفهومی | دارد |
پرسشنامه | ندارد |
متغیر | ندارد |
رفرنس | دارد |
رشته های مرتبط | مهندسی فناوری اطلاعات، مدیریت |
گرایش های مرتبط | اینترنت و شبکه های گسترده، تجارت الکترونیک، بازاریابی، مدیریت بازرگانی، مدیریت فناوری اطلاعات، مدیریت کسب و کار |
نوع ارائه مقاله |
ژورنال |
مجله | مدیریت بازاریابی صنعتی – Industrial Marketing Management |
دانشگاه | Lecturer of Marketing, The University of Liverpool Management School, University of Liverpool, United Kingdom |
کلمات کلیدی | بازاریابی کسب و کار به کسب و کار (B2B)، رسانه های اجتماعی، بازاریابی دیجیتال، بازاریابی استراتژیک |
کلمات کلیدی انگلیسی | Business-to-business (B2B) marketing – Social media – Digital marketing – Strategic marketing |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.indmarman.2021.06.005 |
کد محصول | E15931 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Highlights Abstract Keywords 1. Introduction 2. Methodology 3. Publication activities in the field – Descriptive analysis 4. Thematic review 5. Discussion 6. Conclusion Acknowledgements Appendix A References |
بخشی از متن مقاله: |
Abstract Social media are increasingly becoming a valuable tool for Business-to-Business (B2B) organizations. However, social media research in B2B lacks a comprehensive overview from a strategic perspective, with most research to date having been focused on the tactical use of social media platforms, that is to say, in describing specific tools to implement a strategy. In the present systematic literature review we address this deficiency. Our findings reveal that prior B2B research predominately investigated social media as short-term tactics with context-specific limitations. Our thematic analysis extends beyond these boundaries and extracts from the literature three relationship-orientated themes in social media, namely their use as a tool for: 1) sales-facilitation, 2) integrated communication, and 3) employee engagement. These three themes are distinct yet interdependent and are each necessary if organizations are to develop a competitive advantage within the social media environment. The descriptive statistics and thematic analysis in the study present a set of five key findings that reflect the research gaps presently in the literature and thus highlight significant future research directions. The study also highlights the utility for organizations to employ social media in a strategic manner rather than simply as a tactical tool. 1. Introduction While social media are extensively explored in business-to-consumer (B2C) sectors, corresponding research within the business-to-business (B2B) context remains relatively sparse (Iankova, Davies, ArcherBrown, Marder, & Yau, 2019; Ogilvie, Agnihotri, Rapp, & Trainor, 2018; Siamagka, Christodoulides, Michaelidou, & Valvi, 2015). On one hand, B2C social media marketing focuses on the interactions of organizations with consumers and consumers’ interactions with each other (Kaplan, 2012; Kaplan & Haenlein, 2010). The use of social media by B2B organizations emphasizes complex interactions with multiple internal and external stakeholders, such as customers, employees and even competitors (Singaraju, Nguyen, Niininen, & Sullivan-Mort, 2016). Our perspective views customers as external stakeholders and employees as internal stakeholders. Despite the present inadequate understanding of social media in B2B, social media use can nonetheless improve organizational and individual performance by applying the intellectual capital (e.g., know-how and expertise) of employees to develop and sustain valuable relationships with customers (Archer-Brown & Kietzmann, 2018; Kwahk & Park, 2016). Aiming to articulate and document current understanding of social media use by B2B organizations, we now present a systematic literature review (SLR). |