How employees engage with B2B brands on social media: Word choice and verbal tone

Pitt, Christine; Plangger, Kirk; Botha, Elsamari; Kietzmann, Jan; Pitt, Leyland

doi:10.1016/j.indmarman.2017.09.012

Cited by 67 publications

(45 citation statements)

References 50 publications

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“…Acquisition Orientation refers to the activities engaged in by firms to identify and interact with prospective customers and, specifically, where the aim is to engage them in their first transaction with the firm (Sashi, 2012). In relation to social media, this may include: using paid advertisements on social platforms (Stephen & Galak, 2012); engaging influencers to promote or refer to the brand (Kozinets et al, 2010;Barry & Gironda, 2017); or creating content that can virally spread, thus connecting new audiences with the brand (Popp et al, 2016;Pitt et al, 2017).…”

Section: Acquisition Orientationmentioning

confidence: 99%

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

Iankova

Davies

Archer-Brown

et al. 2019

Industrial Marketing Management

255

185

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This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi's (2012) customer engagement cycle is utilized to compare organizational practices in relation to social media marketing in B2B, B2C, Mixed B2B/B2C and B2B2C business models. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models.

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Section: Acquisition Orientationmentioning

confidence: 99%

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

Iankova

Davies

Archer-Brown

et al. 2019

Industrial Marketing Management

255

185

View full text Add to dashboard Cite

show abstract

“…More specifically, five-star reviews (vs. one-star reviews) displayed more optimism, embellishment, variety, complexity, commonality, analytical thinking, authenticity, emotional tone, and contained fewer words, but displayed less activity, certainty, realism, insistence, and clout [12,34]. Further, reviews for topranked (vs. low ranked) employers displayed more optimism, embellishment, variety, and complexity, but less activity, certainty, and realism [34].…”

Section: Uncover the Linguistic Style Of Employer Reviewsmentioning

confidence: 99%

“…In this vein, significant differences concerning word choice and verbal tone between highest and lowest-rated reviews (i.e., onestar vs. five-star reviews) as well as between the reviews for companies that are ranked best an worst on a B2B-ranking from Brandwatch, which lists the Top-200 B2B brands on social media, were found [33,34]. More specifically, five-star reviews (vs. one-star reviews) displayed more optimism, embellishment, variety, complexity, commonality, analytical thinking, authenticity, emotional tone, and contained fewer words, but displayed less activity, certainty, realism, insistence, and clout [12,34]. Further, reviews for topranked (vs. low ranked) employers displayed more optimism, embellishment, variety, and complexity, but less activity, certainty, and realism [34].…”

Section: Uncover the Linguistic Style Of Employer Reviewsmentioning

confidence: 99%

“…Second, five studies utilized dictionary-based text analysis to extract information from the reviews' textual content. More specifically, three studies applied DICTION [33,34,36]. DICTION is a text analysis program developed by communication researchers to identify text dimensions based on their word frequency [40].…”

Section: Dictionary-based Text Analysismentioning

confidence: 99%

“…Pitt et al utilized DICTION's pre-defined content dictionary and extracted five dimensions from employer reviews that are fundamental for any document: certainty, optimism, activity, realism, and commonality [33]. Further, Pitt et al extracted these five dimensions and four further dimensions: insistence, embellishment, variety, and complexity [34]. In comparison, Robertson et al utilized DICTION's capability to estimate the word frequencies of dimension in userdefined content dictionaries and extracted Aaker's five dimensions of brand personality [36]: sincerity, excitement, competence, sophistication, and ruggedness [1].…”

Section: Dictionary-based Text Analysismentioning

confidence: 99%

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Online Employer Reviews as a Data Source: A Systematic Literature Review

Höllig

2021

Proceedings of the Annual Hawaii International Conference on System Sciences

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Employees generate a rich source of information by publishing employer reviews online. However, researchers seeking to harness employer review data face an elusive body of research to build on. Therefore, I present a systematic, multidisciplinary literature review, presenting the information obtained from employer reviews, the research topics covered, and the data sources used. My analysis of 28 peerreviewed journal articles shows that studies extract insider knowledge, information on employee satisfaction and changes in employee satisfaction, insights into workplace culture, and linguistic style from employer reviews. Studies do so to predict firm performance, to explore employee satisfaction factors, and to uncover the linguistic style of employer reviews. Glassdoor is the primary data source used. Finally, I identify five avenues for further research.

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Does (customer data) size matter? Generating valuable customer insights with less customer relationship risk

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Montecchi

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Psychology and Marketing

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Customer surveillance is a pervasive marketing practice that involves the collection, usage, and storage of customers' data from transactions, loyalty programs, and social media. Customer data are valuable to firms in gaining or maintaining an edge over competitors by developing superior customer insights that may assist product or service innovations. However, customer surveillance practices also risk customer relationships by potentially activating privacy and data security concerns. This article explores customer insight strategies that focus customer surveillance by assessing the insight value of data sources to avoid unnecessary data collection and capture. Three prediction experiments show that three distinct data source attributes, namely data quantity, data detail, and data content, are diagnostic of the prediction accuracy of customer psychographic characteristics and behavioral intentions. By demonstrating that customer insights are more (or less) valuable when derived from different data sources, this article shows that “more” data is not necessarily better. We advocate a smarter approach to customer surveillance practices that are selective in choosing to capture customer data that can yield more accurate customer insights while reducing the risk of jeopardizing customer relationships.

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How employees engage with B2B brands on social media: Word choice and verbal tone

Cited by 67 publications

References 50 publications

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

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

Online Employer Reviews as a Data Source: A Systematic Literature Review

Does (customer data) size matter? Generating valuable customer insights with less customer relationship risk

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