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Social media marketing in B2B: Can customer engagement help increase brand awareness? A Mixed Methods Study
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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. One of these research gaps is the lack of niched information about each effect of using social media. This paper aims at contributing to filling this research gap by presenting an extensive literature review about social media marketing in B2B; followed by an analysis of empirical data gathered from 11 different cases of B2B companies engaged in social media marketing. Moreover, this is to answer the research questions; how are B2B companies using social media to increase brand awareness? Which types of content inspire the most customer engagement? And how can B2B companies amplify their chances of succeeding in increasing brand awareness through social media? This paper will further contribute to this research topic, by identifying further research gaps and present suggestions for future research.

Place, publisher, year, edition, pages
2019. , p. 64
Keywords [en]
Brand Awareness, Business Communication, Business-to-Business (B2B), Customer Engagement, Social Media, Social Media Marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-87485OAI: oai:DiVA.org:lnu-87485DiVA, id: diva2:1341636
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
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Available from: 2019-08-09 Created: 2019-08-09 Last updated: 2019-08-09Bibliographically approved

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Mousa, Husam ImranAl Daghstani, AsemRastegari, Mohammad
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CiteExportLink to record
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