مقاله انگلیسی رایگان در مورد رسانه های اجتماعی در زمینه بازاریابی صنعتی ( الزویر )

مقاله سال 2017

Industrial marketing has been researched from multiple theoretical and methodological viewpoints for several decades, which has resulted in several helpful reviews and syntheses of the current literature (Möller, 2013; Reid & Plank, 2000; Wiersema, 2013). In the last four decades or so, information technology in its various forms has been of interest for industrial management practice and marketing (Kaufman, 1966; Mathews, Wilson, & Backhaus, 1977; Trainor, Rapp, Beitelspacher, & Schillewaert, 2011). Within the information technology field, one of the latest achievements is social media and its social media applications and networking sites which have been increasingly utilized and studied, especially in the business-to-consumer marketing context (De Vries, Gensler, & Leeflang, 2012; Hoffman & Fodor, 2010; Lamberton & Stephen, 2015; Nadeem, Andreini, Salo, & Laukkanen, 2015).

Now, industrial companies en mass have embraced this novel technology. However, it has also been pointed out that even though industrial marketing practice is benefitting from social media used by marketers, research on that area is still argued to be in the embryonic stage (Siamagka, Christodoulides, Michaelidou, & Valvi, 2015), and further research is called for (Wiersema, 2013).

In this research, we argue that some of the research gaps, especially those related to adoption, barriers, and reasons to use social media, are slowly being filled in by academic research. As a result of the literature review conducted, we also point to areas where further research is undoubtedly beneficial, for example, in pricing, social media influences on organizational decision-making or on buying center.