Adoption Strategies of Social Media in B2B : A Multiple Case Study Approach

• Purpose – The purpose of this study is to clarify business-to-business (B2B) firms’ strategies of social media (SM) marketing communication. Secondly, to explore the factors contributing to the formation of adoption and integration strategies, and identify who the B2B firms target.Design/methodology/approach – A multiple case study approach is utilized to compare four multinational corporations and their practices. Face to face interviews with key managers, as well as extensive readings and observations of the firms’ websites and SM platforms have been conducted.Findings – The study results in a model, illustrating different processes of selection, adoption and integration involved in the development of SM communication strategy for B2B firms. Major factors involved in determining the platform type, and strategies used within different phases and processes are identified.Research limitations/implications – Since the chosen methodology may limit generalizability, further research is encouraged to test the model within a B2B context especially within SMEs, as only large multinational corporations were investigated in this study.Practical implications – The paper provides insight in to how B2B marketers can align SM with the firm’s goals through the strategic selection of platforms in order to reach the targeted audience and communicate their message.Originality/value - The study uncovers the benefits gained by B2B firms’ through interaction with individuals on SM. This is a significant contribution as the value of such interaction was previously undefined and acted as a barrier for adopting SM in some B2B firms.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Social media adoption

strategy

B2B marketing

communication channels

IMC

Industriell ekonomi och organisation

Industrial Economics and Management

Publikations- och innehållstyp

ref (ämneskategori)

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