Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?

Cortez, Roberto Mora; Johnston, Wesley J.; Dastidar, Ayan Ghosh

doi:10.1016/j.jbusres.2022.113388

Cited by 20 publications

(29 citation statements)

References 60 publications

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“…Following this, works by Bone et al (2015), Kang et al (2016), Islam and Rahman (2017), Gharib et al (2017) and Meek et al (2019) furthered the discussion that serves as theoretical underpinnings to this work. More recently, works by Juntunen et al (2020), Krings et al (2021), Cortez and Dastidar (2022) and Cortez et al (2023) enhance the discussion in the context of digital media, more specifically social media, that provides additional support to this study. Mishira (1996) argues that trust is made up of multiple dimensions and mentions that trust manifests as the willingness of one individual to be vulnerable to another.…”

Section: Business-to-business Brand Communitiessupporting

confidence: 66%

“…The study aimed to understand and explain the underlying phenomena occurring in C2C collaboration in the large B2B-OBC space for three technology firms in India. The paper also adds to the recent works by Juntunen et al (2020), Krings et al (2021), Cortez and Dastidar (2022) and Cortez et al (2023) who encourage more research on customer engagement in the B2B digital space. This research aimed to demonstrate the centrality of social exchange theory in ensuring that benefits are recognized by customers in an environment that is rich in social capital (Kumar and Kumar, 2020).…”

Section: Discussionmentioning

confidence: 82%

“…The authors develop a framework that connects the B2B brand's posts' personality, in form of sincerity, excitement, competence, sophistication and ruggedness, to customer engagement (likes, clicks, shares). The results suggest that an increase in posts' excitement leads to an increase in likes, an increase in competence leads to an increase in clicks and an increase in ruggedness leads to an increase in shares 13 Cortez et al (2023) The role of LinkedIn content in a B2B service in affecting customer engagement and sales revenue…”

Section: Appendixmentioning

confidence: 99%

“…As the interaction dynamics in B2B-OBC may be distinct from those in B2C or C2C communities, it is critical to investigate the importance of C2C interactions, as well as its measurement and drivers, as well as its consequences for the host brand in question (Bruhn et al , 2014; Bhattacharjee et al , 2021). Recently, Cortez et al (2023) point out the need of leveraging theories like the social exchange theory to understand online engagement in B2B settings. Hence, the research objectives are to understand the enablers of high-quality C2C interactions in a B2B-OBC; and to examine the outcomes of such interactions on the brand.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Role of community trust in driving brand loyalty in large online B2B communities

Sethi¹,

Dash²,

Mishra³

et al. 2023

JBIM

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Purpose Online customer communities have become a strategic tool for business-to-business (B2B) firms to drive collaboration among customers around the company’s products and services. This paper aims to argue that the three social capital dimensions, that is, structural, relational and cognitive, themselves driven by brand community trust, can affect brand loyalty for the organization. Design/methodology/approach The authors use a survey to collect data and structural equation modeling to test the conceptual framework by collecting data from 214 participants across three online B2B communities operated by three technology firms in India. Findings Brand community trust is found to have a strong association with social network ties, identification and norm of reciprocity and shared vision. These three have concomitant effects on the quality of customer-to-customer (C2C) interactions. Such communication generates functional, emotional and social benefits, which, in turn, curate brand loyalty. Practical implications The authors’ findings guide community managers in leveraging such conversations in shaping customer loyalty for the corporate brand. Originality/value This work provides an integrated framework to explain the important role of C2C interactions in B2B online brand communities.

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Section: Business-to-business Brand Communitiessupporting

confidence: 66%

Section: Discussionmentioning

confidence: 82%

Section: Appendixmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Role of community trust in driving brand loyalty in large online B2B communities

Sethi¹,

Dash²,

Mishra³

et al. 2023

JBIM

View full text Add to dashboard Cite

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“…Web scraping is a process that automates data collection online. For static websites, a simple HTTP request with appropriate parameters would get all the information we need, and then we have to parse and clean before storing (Russell, 2011; Cortez et al , 2023). We used Web scrapping to extract the posts on supply chain from LinkedIn using Python’s selenium Web driver; and beautiful soup, a Python library for pulling data out of HTML and XML files where “Request” syntax allows us to send HTTP requests to the LinkedIn page for data access permission.…”

Section: Literature Analysismentioning

confidence: 99%

Recent trends in supply chain management of business-to-business firms: a review and future research directions

Shrivastava

2023

JBIM

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Purpose This study aims to identify the trending topics, emerging themes and future research directions in supply chain management (SCM) through multiple source of data. The insights would be of use to academics, practitioners and policymakers to leverage latest developments in addressing current and future challenges. Design/methodology/approach This study uses a multiple source of data such as published literature and social media data including supply chain blogs and forums contents on business-to-business (B2B) firms to identify trending topics, emerging themes and future research directions in SCM. Topic modeling, a machine learning technique, is used to derive the topics and themes. Examining supply chain blogs and forums offer a valuable perspective on current issues and challenges faced by B2B firms. By analyzing the content of these online discussions, the study identifies emerging themes and topics of interest to practitioners and researchers. Findings The study synthesizes 1,648 published articles and more than 1.3 lakh tweets, discussions and expert views from social media, including various blogs and supply chain forums, and identifies six themes, of which three are trending, and the other three are emerging themes in the supply chain. Rather than aggregate implications, the study integrates findings from two databases and proposes a framework encompassing the drivers, processes and impacts on each theme and derives promising avenues for future research. Originality/value Prior literature has majorly used published research articles and reports as a primary source of information to identify the trending theme and emerging topics. To the best of the authors’ knowledge, this is the first study of its kind to examine the potential value of information from social media, such as blogs, websites, forums and published literature to discover new supply chain trends and themes related to B2B firms and derive encouraging possibilities for future research.

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Social media marketing activities, customer engagement, and customer stickiness: A longitudinal investigation

So,

Li,

King

et al. 2024

Psychology and Marketing

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Although customer engagement has been deemed critical for optimizing social media marketing performance, prior research has mainly examined customer engagement through cross‐sectional designs, thus limiting insight into its evolving dynamics over time. To address this gap, we adopt uses‐and‐gratifications theory to explore the associations among customers' evaluations of a firm's social media marketing activities, customer engagement, and customer stickiness on a brand's social media page at three points in the post‐purchase stage of the consumption journey. Cross‐lagged autoregressive panel model analyses suggest that, first, customers' evaluations of firms' social media marketing activities, customer engagement, and customer stickiness fluctuate. Second, customer engagement has cross‐lagged longitudinal effects on stickiness over time; the same applies to the role of stickiness in customers' evaluations of the firm's social media marketing activities. However, no cross‐lagged effects arise from (a) firm‐based social media marketing activities to customer stickiness or (b) stickiness to engagement. These findings contribute to the customer engagement literature by describing the dynamics of such engagement and its interrelationships with other key constructs across time.

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Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?

Cited by 20 publications

References 60 publications

Role of community trust in driving brand loyalty in large online B2B communities

Role of community trust in driving brand loyalty in large online B2B communities

Recent trends in supply chain management of business-to-business firms: a review and future research directions

Social media marketing activities, customer engagement, and customer stickiness: A longitudinal investigation

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