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E-marketing orientation and social media implementation in B2B marketing

Fatemeh Habibi (Department of Marketing, Deakin University, Burwood, Australia)
Caroline Anne Hamilton (Department of Marketing, Deakin University, Burwood, Australia)
Michael John Valos (Department of Marketing, Deakin University, Burwood, Australia)
Michael Callaghan (Department of Marketing, Deakin University, Warrnambool, Australia)

European Business Review

ISSN: 0955-534X

Article publication date: 12 October 2015



The purpose of this paper is to consider the potential of an organisational orientation, namely the electronic marketing orientation (EMO) to address implementation issues in business-to-business (B2B) social media implementation. Previous research has demonstrated differences between B2B and business-to-consumer (B2C) marketing.


The paper draws on existing B2B marketing, social media and organisational orientation literature, both academic and practitioner. This facilitates the development of a conceptual model and research proposition as a basis of further research into addressing contemporary barriers to B2B social media implementation.


The paper contends that each of the four components of the EMO addresses different implementation issues faced in implementing social media and, more specifically, the unique issues faced by B2B marketers.

Research limitations/implications

The paper is conceptual in nature; however, it provides directions for future empirical research.

Practical implications

The differences in promotional and sales channels and messages required in B2B context are addressed in the research propositions. The paper highlights implementation challenges and how a particular organisational orientation can facilitate the decision-making in dealing with them.


The paper provides a unique theoretical contribution by introducing the EMO conceptual model in a specific context of B2B social media marketing.



Habibi, F., Hamilton, C.A., Valos, M.J. and Callaghan, M. (2015), "E-marketing orientation and social media implementation in B2B marketing", European Business Review, Vol. 27 No. 6, pp. 638-655.



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