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Digital Marketing Strategy: B2B and Stakeholders Communication
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).ORCID iD: 0000-0002-8528-4828
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context.

Through this research, I contribute by exploring the adoption strategies of digital platforms in the B2B supply chain including B2B firms, retailers and end users. By digital media, I mainly refer to social media and beacon technology. First, I begin this thesis by identifying the adoption and integration strategies of social media and digital marketing into traditional marketing channels in a B2B context. In this part, I identify the B2B firms’ target audience and propose a model facilitating a B2B firm’s practical social media adoption strategies.

Second, to explore the benefits of different social media content sharing approaches derived from information accessibility resulted in the prior study of this thesis, I introduce and examine Public and Gated-Content sharing approaches. Thereafter, assisted by Social Power Theory and Resource Dependence Theory, I examine the effect of Public and Gated-Content sharing approaches on the target audience’s willingness to interact with the firm. The findings of this study reveal that Gated-Content approach can help the firms build closer relationship with the target audience and engage them in a co-creation process.

Third, by studying proximity marketing through the adoption of beacon technology in the retail context, I explore the current methods of usage, as well as the benefits and challenges of in-store proximity marketing adoption for content sharing purposes. I complete the thesis by presenting the different challenges of such adoption, which consist technical, human behavior, managerial perception, resource and privacy factors. Finally, I identify the need to integrate the physical aspect of place and location back again into the online digital communication channels within a retail context.

Place, publisher, year, edition, pages
Stockholm: KTH Royal Institute of Technology, 2018. , p. 63
Series
TRITA-IEO, ISSN 1100-7982 ; 2017:13
Keywords [en]
Digital Media, Proximity Marketing, Beacon Technology, Social Media
National Category
Media and Communications Information Systems, Social aspects
Research subject
Industrial Economics and Management; Media Technology; Information and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-220144ISBN: 978-91-7729-639-3 (print)OAI: oai:DiVA.org:kth-220144DiVA, id: diva2:1166808
Public defence
2018-01-15, F3, Lindstedtsvägen 26, Stockholm, 13:00 (English)
Opponent
Supervisors
Funder
Swedish Retail and Wholesale Development Council
Note

QC 20171219

Available from: 2017-12-19 Created: 2017-12-16 Last updated: 2018-02-23Bibliographically approved
List of papers
1. Social media technology adaptation in B2B – A case study
Open this publication in new window or tab >>Social media technology adaptation in B2B – A case study
2014 (English)Conference paper, Published paper (Refereed)
Abstract [en]

The advent of social media as a modern communication tool has been extensively studied in the B2C domain; however its use as a communication platform in the B2B sector has thus far been under researched. This paper will examine two cases that will demonstrate different approaches to the social media communication paradigm. The inclusion of these techniques in the classical communication theory will be necessary as B2B and B2C become increasingly important in the modern business environment. Just as social media has proved to be advantageous in the B2C market, the same advantages exist within the B2B realm. With the proper application of the correct communication strategy it is hypothesized that an increase in business and benefits will follow, this will be examined from the perspective of the two case studies. 

Place, publisher, year, edition, pages
WDC-USA: , 2014
National Category
Media and Communications
Identifiers
urn:nbn:se:kth:diva-220356 (URN)
Conference
International Association for Management of Technology (IAMOT)
Note

Key words: Social media, Marketing communication, B2B, Communication strategy, Case studies. QC 20171219

Available from: 2017-12-19 Created: 2017-12-19 Last updated: 2017-12-19Bibliographically approved
2. Social Media as a Communication Channel in B2B – A Case Study
Open this publication in new window or tab >>Social Media as a Communication Channel in B2B – A Case Study
2014 (English)In: Direct/Interactive Marketing Research Summit - PROCEEDINGS, 2014Conference paper, Published paper (Refereed)
Abstract [en]

The purpose of this study is to enhance the understanding of social media adaptation strategies and their possible related benefits and challenges for business-to-business (B2B) firms. There is evidence provided by academics and supported by empirical studies thus far, accounting for social media as an advantageous medium in a business-to-consumer (B2C) context apart from the individual use. However, the focus and attention of academic research on adaptability of social media and social networks (SNs) to a B2B context is still under-researched. Previous research on social media usage and adaptation strategies emphasizes rather on adaptability of these communication tools to individual needs or a business-to-consumer context, whereas this paper attempts to demonstrate findings in adapting social media to the B2B domain. However, the results did not confirm any classification of SNs such as Facebook to be only a business-to-consumer medium within the commercial context.  In this respect, SNs appeared to be as effective and efficient for communication in the B2B context as in the B2C domain.

The second part of the study, focusing on the benefits offered and challenges posed by using social media, reveals the B2B corporations facing rather similar factors as in the B2C context. The study validates previously introduced benefits of social media adaptation to be advantageous in the B2B corporations studied in this research such as: building and developing direct relationships with customers, increasing website traffic, creating communities, distributing content and collecting customer feedback. On the other hand the challenges to corporations are explored to include external or internal negative word of mouth, leading to limitations in content control by the firm, as well as insufficiency of technical support, training and differences in stakeholders’ online behavior.  

This paper examines two global B2B corporations as cases demonstrating customized approaches towards social media communication. The study is assisted by an in-depth qualitative research method.  

National Category
Media and Communications
Identifiers
urn:nbn:se:kth:diva-220359 (URN)
Conference
Direct/Interactive Marketing Research Summit
Note

Key words: case study, business to business, social media, strategy, communication channel, benefits and challenges. QC 20171219

Available from: 2017-12-19 Created: 2017-12-19 Last updated: 2017-12-19Bibliographically approved
3. Adoption Strategies of Social Media in B2B: A Multiple Case Study Approach
Open this publication in new window or tab >>Adoption Strategies of Social Media in B2B: A Multiple Case Study Approach
(English)In: Article, review/survey (Refereed) Submitted
Abstract [en]

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.

National Category
Media and Communications
Identifiers
urn:nbn:se:kth:diva-220391 (URN)
Note

Key words: Social media adoption, strategy, B2B marketing, communication channels, IMC. QCR 20171219

Available from: 2017-12-19 Created: 2017-12-19 Last updated: 2017-12-20Bibliographically approved
4. B2B Social Media Interaction and Co-Creation with the Technology Consumers of the Future– The Case of 5G
Open this publication in new window or tab >>B2B Social Media Interaction and Co-Creation with the Technology Consumers of the Future– The Case of 5G
(English)In: Information Systems JournalArticle, review/survey (Refereed) Submitted
Abstract [en]

Researcher have attempted to explore or examine the adoption of social media with respect to different purposes in B2B context such as sales, public relation, marketing communication and more. This study investigates social media content sharing strategies through extending social power theory with resource dependence theory, and co-creation. The content sharing approaches examined within the B2B context are Public vs. Gated-Content approaches. The study examines target group’s response to the B2B firm’s content shared on social media, through imposed registration (Gated-Content) vs. no registration (Public- Content). Assisted by an experimental research design, this study tests the effect of Public and Gated-Content on three groups of participants. The respondents’ willingness to interact is measured through willingness to register on the Gated-Content, and willingness to comment on the post shared by the firm.

Keywords
Social media, content sharing, willingness to interact, Public-Content, Gated-Content, social power theory, co-creation
National Category
Media and Communications
Identifiers
urn:nbn:se:kth:diva-220392 (URN)
Note

QC 20171220

Available from: 2017-12-19 Created: 2017-12-19 Last updated: 2017-12-20Bibliographically approved
5. Benefits and challenges of proximity marketing through beacon technology adoption - an exploratory investigation in a retail context
Open this publication in new window or tab >>Benefits and challenges of proximity marketing through beacon technology adoption - an exploratory investigation in a retail context
(English)In: Article, review/survey (Refereed) Submitted
Abstract [en]

Proximity marketing assists retailers in gaining customer insights, tailoring customer communication and maximizing their profit. Adoption of beacon technology is a recent approach to establish proximity marketing. Although much research has discussed proximity marketing through the adoption of beacon technology, actual adoption has not grown significantly in recent years. Practitioners are still reluctant to utilize and integrate proximity marketing through beacons in their digital communications system. 

The existing academic studies on adoption of beacons in proximity marketing mainly highlight the benefits provided. The challenges and barriers that emerge through the adoption process have not yet been fully addressed. This article attempts to explore the challenges of adopting beacon technology, as well as discussing the usage and the benefits of the technology for proximity marketing.

By using a multiple case analysis of actual retail stores, we demonstrate that the benefits and the advantages discussed by previous studies may not be easily achieved. This is because of challenges the retail managers face through the actual adoption process. 

The article classifies different usages of beacons in proximity marketing including close tap, walk past and walk in methods. It refers to the benefits gained, and discusses challenges faced under technical, human factor, perception, resource and privacy classification.  

Keywords
Proximity marketing; Mobile marketing; Bluetooth beacons; Retail; Adoption
National Category
Media and Communications
Identifiers
urn:nbn:se:kth:diva-220401 (URN)
Note

QC 20171220

Available from: 2017-12-19 Created: 2017-12-19 Last updated: 2017-12-20Bibliographically approved

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