B2B SME management of antecedents to the application of social media

Brink, Tove

doi:10.1016/j.indmarman.2017.02.007

Cited by 81 publications

(65 citation statements)

References 28 publications

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“…They argued that such content should be fresh, frequently updated and involve incentives that encourage customer engagement. Additionally, a prior step of social media marketing for organizations is to include product and service-based motivations using brand communication means (Brink, 2017;Odoom et al, 2017). Due to the effective role played by social media marketing, it was found to mediate the relationship between social media antecedents and brand loyalty.…”

Section: Discussionmentioning

confidence: 99%

“…Moreover, Odoom, Anning-Dorson and Acheampong (2017) distinguished two types of social media motivations: product-based and serviceoriented. Brink (2017) described open, collaborative business model and distributed leadership as the two antecedents of SSM. Furthermore, word of mouth communication done using electronic means to promote products or services is called viral marketing via social media (Guede et al, 2017).…”

Section: Hypotheses and Study Model Development Antecedents Of Smm Anmentioning

confidence: 99%

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The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

Almohaimmeed¹

2019

JBRMR

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The aim of this study was to explore the effects of the antecedents of social media marketing, brand loyalty and purchase intention. Furthermore, the study aims at investigating the effect of social media marketing on brand loyalty and purchase intention. Finally, the study seeks to identify the effect of brand loyalty on purchase intention. In order to achieve the study objectives, a questionnaire was developed based on prior literature and a sample of customers consisting of 500 participants was selected in order to collect the required data. The model of the study was developed theoretically and then tested using structural equation modeling. The results confirmed that social media antecedents significantly affect three constructs: social media marketing, brand loyalty and customer purchase intention. In line with numerous previous studies, the results indicated that social media marketing significantly affects both brand loyalty and customer purchase intention. Finally, the findings showed that brand loyalty has a significant effect on customer purchase intention. Based on these results, it was concluded that organizations should pay more attention to the antecedents of social media marketing since it has direct effects on social media marketing application, brand loyalty and customer purchase intention. Despite the importance of these results, the study is still limited to measurements used to evaluate constructs, since these measurements were built on a small number of indicators, its cross-sectional design and a little number of antecedents being explored. Considering these limitations in the future might reveal different results. However, since the effect degree of social media marketing application is greater than the degree of the same construct on brand loyalty and purchase intention, social marketing application was not approved to play a mediating role between theses constructs. Hence, the major contribution of this study is that social media antecedents are no less important than the application of social media marketing itself. In other words, for organizations to ensure an effective application of social media marketing, an eye on its antecedents would bring the benefits of social media marketing into the light, which, in turn, would affect brand loyalty and customer purchase intention.

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Section: Discussionmentioning

confidence: 99%

Section: Hypotheses and Study Model Development Antecedents Of Smm Anmentioning

confidence: 99%

The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

Almohaimmeed¹

2019

JBRMR

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“…SMEs were represented as the research subject in terms of using dynamically evolving online technologies to a somewhat small extent (Foroudi, Gupta, Nazarian, & Duda, 2017;Brink, 2017). In the Czech Republic, the evaluation of marketing activities, including online tools, was the subject of the research by Petrů, Havlíček, and Tomášková (2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Online technology and promotion tools in SMEs

Břečková

Karas

2020

Innovative Marketing

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Online technologies are currently the most dynamically developing industry, both in product creation and promotion. The study focuses on their incorporation into the SME (small and medium enterprises) segment, which comprises the most economically stable element of any European economy. This paper aims to identify and evaluate dependency in the area of online technologies and promotion tools use in small and medium enterprises (SMEs) related to company age and export involvement. Most research on SMEs focuses on external influences and factors, while this article reflects the internal environment of business entities, which is the source of this study’s originality. The hypotheses were validated by an empirical study of a sample of 743 respondents (companies and entrepreneurs, including family businesses). The research method was a combination of CATI and CASI, and the research tool was a structured questionnaire. To analyze the survey results, the Chi-square test of independence was applied. The key finding was validation of the dependence between the use of the online tools for manufacturing and promotion and the export focus of companies. Companies operating on foreign markets use a wider range of online tools for their business than companies focused on the domestic market. On the other hand, the presumed significant differences in the use of online tools between young businesses and companies long-term established on the market were not confirmed. Acknowledgment The authors are thankful to the Technology Agency of the Czech Republic, University of Technology in Brno and University of Finance and Administration in Prague, Project No.: “TL02000434 Rodinné podniky: generátory hodnoty a určování hodnoty v procesu nástupnictví” for financial support to carry out this research.

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“…Existing research on social media usage by firms, focuses on business to consumer (B2C) marketing contexts (Salo, 2017;Lamberton and Stephen, 2015;Wang, Yu, and Wei, 2012). There is limited research in understanding the use of social media in business to business (B2B) markets (Brink, 2017;Salo, 2017;Järvinen, et al, 2012). According to Siamagka et al (2015, p.89) B B F act of social media usage on customer satisfaction in B2B markets is also limited (Agnihotri et al, 2016).…”

Section: T W W Wmentioning

confidence: 99%

A Sustainability‑Based Multi‑Criteria Decision Approach for Information Systems Project Selection

Duan

2019

EJISE

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An effective approach for evaluating and selecting information systems (IS) projects in project management from a sustainability perspective is highly desirable in contemporary organisations with sustainable objectives. Such an approach, however, is absent from the literature. This paper presents a multi-criteria analysis approach for effectively evaluating and selecting IS projects for project management in organisations based on their sustainability performance under environmental, economic, and social dimensions. Such an approach considers the subjective and uncertain nature of the IS project selection process using linguistic variables approximated by fuzzy numbers and effectively aggregates the subjective assessments for determining the overall sustainable performance of individual IS projects across all the selection criteria and their associated sub-criteria. The proposed multi-criteria decision-making approach provides organisations with a proactive mechanism for effectively evaluating and selecting IS projects from a sustainability perspective. An IS project selection problem is presented to demonstrate the effectiveness of the approach.

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B2B SME management of antecedents to the application of social media

Cited by 81 publications

References 28 publications

The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

Online technology and promotion tools in SMEs

A Sustainability‑Based Multi‑Criteria Decision Approach for Information Systems Project Selection

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