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Article
Publication date: 30 March 2020

Jing Zhang and Mingfei Du

This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving…

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3462

Abstract

Purpose

This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving customer perceived value and encouraging customer engagement, as well as how B2B companies differ from business-to-customer (B2C) counterparts in terms of utilization and effectiveness of social media message strategy.

Design/methodology/approach

Based on content analysis of Sina Weibo brand pages and survey of website visitors, this paper examines the differences of social media message strategies and their impacts upon customer perceived value and customer engagement between B2B and B2C companies.

Findings

B2B companies use more rational appeals and less emotional appeals, have lower degree of informativeness and perform better in interactivity and variety than B2C companies. These five dimensions of message strategy have different roles in engaging customers via perceived value across B2B and B2C settings.

Originality/value

The research makes significant contributions to B2B social media marketing literature by answering two interrelated questions, namely, “What companies are doing?” and “What companies should do?” on social media websites. Besides, it provides insightful implications for B2B companies on how to implement appropriate message strategies in their social media marketing efforts by conducting Importance-Performance Analysis.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 16 August 2021

Mona Jami Pour, Mahnaz Hosseinzadeh and Hannan Amoozad Mahdiraji

Today, social media is counted as an integral part of marketing strategies, which has led to a paradigm change in this field. As reported, social media marketing has been…

Abstract

Purpose

Today, social media is counted as an integral part of marketing strategies, which has led to a paradigm change in this field. As reported, social media marketing has been growing over the recent five years and is predicted to be exponentially growing in the future. However, despite the huge promise and intention to adopt social media marketing strategies by organisations, there remain challenges regarding the successful implementation of these new marketing programmes. Accordingly, marketing managers’ awareness of the success factors of social media marketing is essential to return investment in this area. Due to the little research been accomplished in this field, this paper aims to identify the success factors of social networks’ marketing and to rank the factors by using of interval best-worst method (BWM).

Design/methodology/approach

To serve the research aims, an extant literature review is accomplished and a focus group approach is conducted to identify the main success factors and sub-factors. To analyse the focus group discussions, a qualitative content analysis approach is applied. Interval BWM is used to calculate the weights of each identified factor.

Findings

In the final framework, six main success criteria, including strategy, process, technology, content, performance evaluation and people are identified, for each sub-criteria are developed. The interval BWM results suggest the content criterion as the most important success factor in developing a social media marketing strategy.

Research limitations/implications

First, this research provides a comprehensive insight into the success factors and best practices of social media marketing. This is the first to draw on the critical factors affecting the success of social media marketing, considering people in the organisation such as top management, employees and customers, strategy, process and performance evaluation focussing on the change management requirements for applying social media marketing and technology as the technical factor of the adoption process, simultaneously. Identifying critical success factors of social media marketing will help marketing managers to avoid falling into the trap of developing social media strategies based on less important areas and ignoring the critical ones. Besides, owing to the limited resources of organisations in implementing social media marketing strategies, prioritising and weighing the success factors will lead to a focus on more important areas.

Originality/value

Whilst the related studies have mostly concentrated on the capabilities and activities required to conduct social media marketing and the few research investigated the critical success factors most concentrated on the customer and the content-related factors, the finding of this research goes beyond that and suggests technical, process and human aspects simultaneously in the implementation process in a holistic view.

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Book part
Publication date: 10 December 2018

Susana Costa e Silva and Maria Elo

Contemporary businesses face rapidly evolving changes and complexities that challenge their respective managerial responses and capabilities. The natures of information…

Abstract

Contemporary businesses face rapidly evolving changes and complexities that challenge their respective managerial responses and capabilities. The natures of information and communication systems, ways of doing business, knowledge-transfer methods, diffusion channels of innovation, and industrial habitus are shifting. Additionally, methods, concepts, and frameworks to study these challenges need to be in accordance.

Many of these features characterizing the new business environment influence not only the consumer business, but also the business-to-business (B2B) sectors and their ways of functioning. Interestingly, the influence also connects domestic with international business through the global connectedness. This is particularly visible in marketing communication, as the difference between domestic and international business communication has further diminished due to digital and virtual dimensions and applications. In this new age, it is assumed that new ventures and small- and medium-sized enterprises can turn their vulnerabilities and size constraints into competitive advantages by addressing these challenges with efficient social media usage. To address this technology-enabled dimension of B2B relations, the authors present a case study illustrating how a firm advances its relationship management and communication by introducing social media instruments. The study contributes to relationship management and international marketing communication and provides new insights into the workings of social media within the B2B context.

Details

International Business in the Information and Digital Age
Type: Book
ISBN: 978-1-78756-326-1

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Article
Publication date: 8 August 2016

Paola Barbara Floreddu and Francesca Cabiddu

While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the…

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21147

Abstract

Purpose

While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to use corporate communication.

Design/methodology/approach

This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector.

Findings

Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications.

Research limitations/implications

The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy.

Practical implications

From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective.

Originality/value

This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.

Details

Journal of Services Marketing, vol. 30 no. 5
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 14 May 2018

Wondwesen Tafesse and Anders Wien

This study aims to examine how message strategy influences consumer behavioral engagement in social media. To this end, the study develops a comprehensive typology of…

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6763

Abstract

Purpose

This study aims to examine how message strategy influences consumer behavioral engagement in social media. To this end, the study develops a comprehensive typology of branded content in social media and tests for its effect on consumer behavioral engagement.

Design/methodology/approach

A sample of brand posts derived from the official Facebook pages of top corporate brands was double-coded using an elaborate coding instrument. Message strategy was operationalized using three main message strategies (i.e. informational, transformational and interactional) and their paired combinations. Consumer behavioral engagement was operationalized using consumer actions of liking and sharing brand posts. Proposed relationships were tested with MANCOVA and univariate ANOVAs.

Findings

Results indicate that the transformational message strategy is the most powerful driver of consumer behavioral engagement, while no significant difference is observed between the informational and the interactional message strategies. Further, complementing the informational and interactional message strategies with the transformational message strategy markedly enhances their effectiveness.

Practical implications

Useful managerial guidance to develop effective message strategies is offered. In particular, the importance of transformational messages, both as a standalone and a complementary message strategy, is underscored. By mastering and deploying transformational messages more frequently in their social media communication, marketers could improve their effectiveness.

Originality/value

Drawing on a theory-driven typology, this study sheds light on how message strategy shapes consumer behavioral engagement in a social media context. Importantly, the study documents pioneering empirical evidence regarding the effect of combined message strategies on consumer behavioral engagement.

Details

Journal of Consumer Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0736-3761

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 13 July 2018

Christine Hiu Ying Choy and Fang Wu

This study aims to examine the theoretical links among three important variables by empirically testing the cases of two international brands.

Abstract

Purpose

This study aims to examine the theoretical links among three important variables by empirically testing the cases of two international brands.

Design/methodology/approach

By using a comparative case study design, this study conducts a content analysis of a total of 490 Facebook comments regarding online confrontational crises: Dolce & Gabbana’s photo fiasco and Laneige’s discriminative sales incident.

Findings

The findings suggest that when evaluating whether or not a company has shouldered responsibility in online confrontational crises, social media users tend to be more influenced by how timely, active and consistent the organization’s reaction is than by the organization’s mere use of concession crisis communication strategies (CCSs). The individual-level perception (perceived degree of organizational crisis responsibility-taking) is a stronger predictor of social media users’ reaction than organization strategies. The earlier that social media user has a perceived improvement in the organization, the more effective is the organization’s strategy to minimize the effects of social media as crisis mobilizer.

Originality/value

This study confirms theories formulated in a Western context with actual cases from Eastern cultures. Theoretically, this study sheds light on the importance of the individual-level perception for effective use of organization strategy in crisis. This study also suggests the relative significance of positive forms of crisis response, concessions CCSs and their relationship with the perceived degree of crisis responsibility-taking.

Details

International Journal of Conflict Management, vol. 29 no. 5
Type: Research Article
ISSN: 1044-4068

Keywords

Content available
Article
Publication date: 8 May 2018

Helle Kryger Aggerholm and Sophie Esmann Andersen

Drawing on a unique case of a Web 3.0 recruitment campaign, the purpose of this paper is to explore how a Web 3.0 social media recruitment communication strategy

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17160

Abstract

Purpose

Drawing on a unique case of a Web 3.0 recruitment campaign, the purpose of this paper is to explore how a Web 3.0 social media recruitment communication strategy influence, add value to and challenge conventional recruitment communication management.

Design/methodology/approach

The study draws on a reflexive dialogical research approach, which means that it is methodologically designed as a critical dialogue between on the one hand an empirical case and on the other hand theories on social media and strategic communication.

Findings

The study points toward a fundamental new approach to recruitment communication. The application of a Web 3.0 strategy entails what we term an open source recruitment strategy and a redirection of employee focus from work life to private life. These insights point toward ontologically challenging the basic assumptions of employees, work life and the employing organization.

Research limitations/implications

The paper presents a single-case study, which prepares the ground for larger, longitudinal studies. Such studies may apply a more long-term focus on the implications of applying Web 3.0 recruitment strategies and how they may be integrated into – or how they challenge – overall corporate communication strategies.

Practical implications

A turn toward Web 3.0 in recruitment communication affects the degree of interactional complexity and the level of managerial control. Furthermore, the authors argue that the utilization of a Web 3.0 strategy in recruitment communication put forth precarious dilemmas and challenges of controllability, controversy, ownership and power relations, demanding organizations to cautiously entering the social media 3.0 employment market.

Originality/value

This study indicates how the value and potentials of social media as facilitating participatory processes and community conversations can be strategically used in and fundamentally alter recruitment communication, and hence offers new insights into a paradigmatically new way of understanding what strategic social media recruitment is, can and do.

Details

Journal of Communication Management, vol. 22 no. 2
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 5 September 2016

Timothy Cawsey and Jennifer Rowley

The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand…

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15837

Abstract

Purpose

The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in business-to-consumer (B2C) contexts.

Design/methodology/approach

Since social media marketing is a relatively new activity for B2B companies an interpretivist stance that is inductive in nature is adopted. Semi-structured interviews were conducted with marketing professionals involved in managing social media programmes in France, Ireland, the UK and the USA.

Findings

The study found that the level of enagement with social media marketing varied, as summarised in the B2B Social Media Engagement Taxonomy. Enhancing brand image, extending brand awareness and facilitating customer engagement were the most common social media objectives. There was no evidence to suggest that companies saw social media as heralding a paradigm shift in brand management and control of the kind discussed and experienced in B2C social media contexts. The B2B social media strategy framework is proposed; this identifies the following six components of a social media strategy: monitoring and listening, empowering and enagaging employees, creating compelling content, stimulating electronic word of mouth, evaluating and selecting channels, and enhacning brand presence through integrating social media.

Originality/value

The research contributes to the knowledge base associated with social media marketing by offering insights into and a framework summarising B2B social media strategy.

Details

Marketing Intelligence & Planning, vol. 34 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 July 2014

Roberta Capitello, Lara Agnoli, Diego Begalli and Stefano Codurri

The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian…

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2369

Abstract

Purpose

The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image.

Design/methodology/approach

The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget.

Findings

The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a business's strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the impact on the business's strategic objectives.

Research limitations/implications

The applied research approach should be extended to other business typologies and wine-producing countries to allow the generalisation of results. In addition, the monitoring period should be extended to confirm the reliability of results.

Originality/value

The applied methodology can be adopted more broadly, and it underlines managerial implications that can be extended to the rest of the Italian wine industry, as well as to the parts of the wine sector that are dominated by the presence of SMEs.

Details

EuroMed Journal of Business, vol. 9 no. 2
Type: Research Article
ISSN: 1450-2194

Keywords

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