A comparison of social media marketing between B2B, B2C and mixed business models

Iankova, Severina; Davies, Iain; Archer-Brown, Christopher; Marder, Ben; Yau, Amy

doi:10.1016/j.indmarman.2018.01.001

Cited by 255 publications

(216 citation statements)

References 68 publications

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“…So, the B2B versus B2C divide is a simplistic and obsolete concept (Dant & Brown, 2008). Consequently, Iankova et al (2018) propose mixed models to refer to businesses that sell products to both other business and individual consumers (for example, Amazon has many business customers and partners, as well as its B2C retail). Distinction between business-to-consumer (B2C) and business-to-business (B2B) relationships also causes problems from the point of view of consumer protection (Namysłowska, 2013).…”

Section: Figure 1 E-commerce Modelsmentioning

confidence: 99%

Impact of E-Commerce Sales on Profitability and Revenue. The Case of the Manufacturing Industry

Lorca

Andrés

García-Diez

2019

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E-commerce has grown significantly in recent years. Although the factors that contribute to the implementation of e-commerce have been studied in prior literature, little has been done about the impact that the introduction of e-commerce has on both profitability and revenue. This is important because, as Solow (1987) points out, the information technology expenditures do not always allow firms to achieve a better performance. For this purpose, the authors use the data from the Spanish Survey on Business Strategies (ESEE). The research covers an eight-year period (2008-2015). 2,544 Spanish companies belonging to the manufacturing sector were analysed. Results show that neither business-to-business (B2B) nor business-to-consumers (B2C) e-commerce seem to have influence on the revenue growth. Therefore, a substitution effect may exist between the sales by physical channels and e-commerce sales. However, the authors have found evidence that companies which adopt a high level of e-commerce (B2C and B2C simultaneously) immediately experience increase in their profitability. Moreover, if firms adopt only B2B or B2C the positive effects on profitability are achieved in the year subsequent to that of the measurement of the e-commerce status.

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Section: Figure 1 E-commerce Modelsmentioning

confidence: 99%

Impact of E-Commerce Sales on Profitability and Revenue. The Case of the Manufacturing Industry

Lorca

Andrés

García-Diez

2019

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“…With Lenovo, the number of true positives (40) is still greater than false negatives, but the number of false negatives is significant (30), and there were a small number of false positives. In the case of Microsoft, the number of true positives is marginally greater than false negatives (17 vs. 16, respectively), while there is also a significant number of false positives (13).…”

Section: ) Cross-domain Test Casesmentioning

confidence: 90%

Unsupervised domain-agnostic identification of product names in social media posts

Pogrebnyakov

2018

2018 IEEE International Conference on Big Data (Big Data)

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Product name recognition is a significant practical problem, spurred by the greater availability of platforms for discussing products such as social media and product review functionalities of online marketplaces. Customers, product manufacturers and online marketplaces may want to identify product names in unstructured text to extract important insights, such as sentiment, surrounding a product. Much extant research on product name identification has been domain-specific (e.g., identifying mobile phone models) and used supervised or semisupervised methods. With massive numbers of new products released to the market every year such methods may require retraining on updated labeled data to stay relevant, and may transfer poorly across domains. This research addresses this challenge and develops a domain-agnostic, unsupervised algorithm for identifying product names based on Facebook posts. The algorithm consists of two general steps: (a) candidate product name identification using an off-the-shelf pretrained conditional random fields (CRF) model, part-of-speech tagging and a set of simple patterns; and (b) filtering of candidate names to remove spurious entries using clustering and word embeddings generated from the data.

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“…B2B brands should aim to establish and maintain their presence on Twitter, LinkedIn and Facebook that, as this study reveals, are the three sites used by customers to follow B2B suppliers' brands. This multi-platform presence will drive customer experience (Pozza, 2014, Iankova et al, 2018 and will contribute to relationship building. This is further confirmed by Hudson et al (2016), who revealed that presence has a positive impact on marketing practices, and here, in particular, on customer relationship management (CRM) activities.…”

Section: Discussionmentioning

confidence: 99%

“Just be there”

Karampela

Lacka²,

McLean

2020

EJM

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Purpose In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality). Design/methodology/approach Data from an online survey (N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling. Findings The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed. Research limitations/implications The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength. Practical implications This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively. Originality/value This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.

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A comparison of social media marketing between B2B, B2C and mixed business models

Cited by 255 publications

References 68 publications

Impact of E-Commerce Sales on Profitability and Revenue. The Case of the Manufacturing Industry

Impact of E-Commerce Sales on Profitability and Revenue. The Case of the Manufacturing Industry

Unsupervised domain-agnostic identification of product names in social media posts

“Just be there”

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