Essays about: "B2B Social Media Marketing"

Showing result 16 - 20 of 43 essays containing the words B2B Social Media Marketing.

1. 16. How do B2B companies approach CRM and the management of customer data in today’s era of social media and GDPR? : A Multiple Case Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Isabel Degerman; Johanna Eckerbom; Hong Gu; [2019]
   Keywords : Relationship marketing; CRM; CRM systems; Social media; Social CRM; GDPR; Customer data;

   Abstract : This multiple case study focuses on the customer relationship management (CRM) processes and the management of customer data within two international business-to-business (B2B) companies based in the southern parts of Sweden.  This study explores and compares these companies’ approaches to CRM in today’s era of social media and the General Data Protection Regulation (GDPR). READ MORE

3. 17. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jiewen Cheng; Maria Contreras; Thuy Duong Nghiem; [2019]
   Keywords : B2B companies; Online brand community; Social networks; Relationship marketing; Corporate brand building; Business and Economics;

   Abstract : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. READ MORE

4. 18. Social media marketing in B2B : Can customer engagement help increase brand awareness? A Mixed Methods Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Husam Imran Mousa; Asem Al Daghstani; Mohammad Rastegari; [2019]
   Keywords : Brand Awareness; Business Communication; Business-to-Business B2B ; Customer Engagement; Social Media; Social Media Marketing;

   Abstract : As social media platforms are increasingly becoming more popular and a part of everyday life, Business-to-Business (B2B) marketers from different industries are realizing social media’s potential for achieving marketing purposes. However, scientific literature regarding social media usage in B2B contexts is still filled with gaps in knowledge; especially when compared to literature about social media usage in Business-to-Customer (B2C) contexts. READ MORE

5. 19. Inbound marketing from a B2B-perspective

   University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Author : Matilda Lindblom; Amelia Andréasson; [2019]
   Keywords : Inbound marketing; content marketing; search engine optimization; social media marketing; B2B-selling process; B2B-buying process;

   Abstract : There has been a lot of research and studies done about the positive effects of inbound marketing and previous research clearly states that engaging customers is crucial when developing a successful inbound marketing strategy. However, a gap in connecting inbound marketing to a B2B-perspective is evident. READ MORE

6. 20. Social media marketing in B2B : Can customer engagement help increase brand awareness? A Mixed Methods Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Asem Al Daghstani; Husam Imran Mousa; Mohammad Rastegari; [2019]
   Keywords : Brand Awareness; Business Communication; Business-to-Business B2B ; Customer Engagement; Social Media; Social Media Marketing;

   Abstract : As social media platforms are increasingly becoming more popular and a part of everyday life, Business-to-Business (B2B) marketers from different industries are realizing social media’s potential for achieving marketing purposes. However, scientific literature regarding social media usage in B2B contexts is still filled with gaps in knowledge; especially when compared to literature about social media usage in Business-to-Customer (B2C) contexts. READ MORE