How social media applications affect B2B communication and improve business performance in SMEs

Wang, William Yu Chung; Pauleen, David J.; Zhang, Tingting

doi:10.1016/j.indmarman.2015.12.004

Cited by 227 publications

(169 citation statements)

References 18 publications

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“…Less attention has been given, first, to the engagement of customers of B2B firms with their brands. While there has been work on the implementation of social media strategies in B2B environments (Bernard and Bernard 2016;Michaelidou et al 2011;Wang et al 2016), there is scant literature on brand engagement, especially in social media, in B2B marketing. Second, almost all of the focus of the research on brand engagement has been on consumers as customers, whereas Kumar and Pansari (2016) point out that other stakeholders, particularly employees, are critical to understand as well.…”

Section: Stakeholder Brand Engagement In Social Media In a B2bmentioning

confidence: 99%

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

Pitt

Plangger

Botha

et al. 2019

Industrial Marketing Management

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Section: Stakeholder Brand Engagement In Social Media In a B2bmentioning

confidence: 99%

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

Pitt

Plangger

Botha

et al. 2019

Industrial Marketing Management

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“…These companies usually used a Facebook fan page to promote their brands. On this page, the brands communicate directly with their existing and potential customers, display information about new products, and increase new customer who interest in the product (Wang, Pauleen & Zhang, 2016).…”

Section: Twittermentioning

confidence: 99%

Managing Brands’ Popularity on Facebook: Post Time, Content, and Brand Communication Strategies

Hanifawati

Ritonga

Puspitasari

2019

J. Indones.Econ.Bus.

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Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.

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“…Despite the growing use of social media marketing and its increasing value in generating engagement, many small firms are either yet to utilise social media or are not using it effectively or efficiently as a marketing tool (Grimmer, Grimmer, & Mortimer, 2018;Taneja & Toombs, 2014;Wang, Pauleen, & Zhang, 2016). Indeed, small retailers often lack the capabilities and resources to respond as effectively as their larger competitors in this regard (Atanassova & Clark, 2015;McDowell, Harris, & Geho, 2016).…”

Section: Introductionmentioning

confidence: 99%

Consumer engagement on social media: Evidence from small retailers

Devereux

Grimmer

2019

J of Consumer Behaviour

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This study investigates which characteristics of the social media posts of small firms in Tasmania, Australia elicit higher levels of consumer engagement. Results from an analysis of small retail firms’ social media postings (Facebook, Instagram and Twitter) (N = 2,607) illustrate the importance of the content of the post (i.e., businesses‐related vs. non‐business‐related), the activity (i.e., text, image or video), the time of day of the posting and the platform on which the activity was posted, in eliciting responses from followers. Results show Facebook received significantly higher levels of engagement, compared with Twitter and Instagram. Contrary to expectations, the specific day of the week did not have any impact on levels of engagement. This research demonstrates how small businesses can improve their use of social media marketing to engage more effectively with customers and followers.

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How social media applications affect B2B communication and improve business performance in SMEs

Cited by 227 publications

References 18 publications

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

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

Managing Brands’ Popularity on Facebook: Post Time, Content, and Brand Communication Strategies

Consumer engagement on social media: Evidence from small retailers

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