Journal Article10.1108/JBIM-02-2020-0078
B2B social media content: engagement on LinkedIn
29
TL;DR: In this article, the authors identify content strategies on social media that influence engagement and to analyze those operations to describe important features for co-creation and trust, and address the question of how social media content can influence engagement by using a medium-sized Swedish company.
read more
Abstract: This paper aims to identify content strategies on social media that influence engagement and to analyze those operations to describe important features for co-creation and trust.,This paper addresses the question of how social media content can influence engagement by using a medium-sized Swedish company for an empirical case study. This empirical study is based on a participatory action research methodology. By using the company account on LinkedIn, the authors experimented with relational content to understand the effects on customer-perceived value and trust.,Results reveal that action-oriented messages had a more significant impact on engagement than product-oriented messages and value-based messages.,This paper builds on the existing literature in two ways: drawing upon business-to-business relationships and perceived value and using recent advances in the use of social networking sites to understand the value of co-creation through a participatory culture.
read more
Chat with Paper
AI Agents for this Paper
Find similar papers on Google Scholar, PubMed and Arxiv
Write a critical review of this paper
Analyze citations of this paper to find unaddressed research gaps
Citations
•Posted Content
Not always co-creation: introducing interactional co-destruction of value in service-dominant logic
Loïc Plé,Ruben Chumpitaz +1 more
TL;DR: This study is apparently the first to have introduced the notion of value co‐destruction into the conceptual framework of S‐D logic, showing that value can be co‐destroyed through the interactions between different systems, resulting in value destruction‐through‐misuse.
463
Role of green innovation and supply chain management in driving sustainable corporate performance
TL;DR: In this paper , the authors explored the link of corporate social responsibility and sustainable corporate performance of SMEs mediated by green innovation (GI) and green supply chain management (GSCM) in an emerging economy context.
76
A longitudinal study of B2B customer engagement in LinkedIn: The role of brand personality
TL;DR: In this paper , the authors developed a conceptual framework that relates posts' brand personality dimensions (sincerity, excitement, competence, sophistication, and ruggedness) to customer engagement and found that an increase in posts' excitement leads to an increase of impressions and likes.
43
Speak to head and heart: The effects of linguistic features on B2B brand engagement on social media
TL;DR: The authors investigated the impacts of post language on B2B brand engagement on social media and identified six linguistic features (i.e., post length, language complexity, visual complexity, emotional cues, interpersonal cues, and multimodal cues in rich media) that influence brand engagement, captured using Twitter likes and retweets.
38
Innovation and SDGs through Social Media Analysis: Messages from FinTech Firms
José N. Franco-Riquelme,Luis Rubalcaba +1 more
- 24 Jun 2021
TL;DR: In this paper, the authors assess the sustainable development goals and open innovation integrated within the public discourse in the social media of FinTech firms, using machine-learning-based social media analysis (SMA).
38
References
The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
21.5K
Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence:
TL;DR: In this paper, evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value for a product.
Possessions and the extended self.
TL;DR: In this paper, a variety of evidence is presented supporting this simple and compelling premise and implications for consumer behavior are derived for consumer behaviour because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between selfconcept and consumer brand choice.
9K
Developing Buyer-Seller Relationships:
TL;DR: For example, this paper pointed out that most of the research and too many of the marketing strategies treat buyer-seller exchange as a primary concern. But, they also pointed out, "too much research and practice have focused persistently on exchange between buyers and sellers".
8K
Customer value: The next source for competitive advantage
TL;DR: In this article, the authors present frameworks for thinking about customer value, customer value learning, and related skills that managers will need to create and implement superior customer value strategies in the next decade and beyond.
5.2K