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. https://doi.org/10.1108/JBIM-02-2020-0078
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