Authors: Hannele Kyrönlahti
The purpose of this article is to highlight the core constructs of B2B social media activities which can enhance customer engagement by conducting a narrative review of the current B2B social media marketing literature. This study contributes to the existing industrial marketing communication literature by identifying the core constructs of engaging B2B social media activities in two different perspectives: in acquiring new customers and in maintaining existing customer relationships. By reviewing 47 key articles of the subject and conducting content analysis this paper proposes interactivity, content, customization and WOM to be the core constructs of engaging social media activities in B2B settings. However, based on the review, even the core constructs are present at both case in acquiring new customers and enhancing existing ones, any distinctions between these two approaches couldn’t be drawn. For the B2B managerial purposes, this article proposes organizational support, understanding the customers, social media goals, resources and skills to be important factors to precede before building customer engaging social media activities among new and existing customers.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2016
Conference: Poznan, Poland (2016)