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B2B social media content: engagement on LinkedIn

Malin Sundström (Department of Business Administration and Textile Management, University of Borås, Borås, Sweden)
Klas Håkan Alm (Department of Business Administration and Textile Management, University of Borås, Borås, Sweden)
Niklas Larsson (Vinga Sweden AB, Borås, Sweden )
Oskar Dahlin (Vinga Sweden AB, Borås, Sweden )

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 30 September 2020

Issue publication date: 11 March 2021




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.



This work was supported by the Swedish Knowledge Foundation through the project Data-Driven Innovation (20160035).


Sundström, M., Alm, K.H., Larsson, N. and Dahlin, O. (2021), "B2B social media content: engagement on LinkedIn", Journal of Business & Industrial Marketing, Vol. 36 No. 3, pp. 454-468.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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