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Where do I post this?: - Social media marketing in B2B construction companies
University West, School of Business, Economics and IT, Division of Business Administration.
University West, School of Business, Economics and IT, Division of Business Administration.
2020 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this research was to gain a better understanding of how small and mid-size B2B companies in the construction industry use social media to aid their sales process. Method: In order to fulfil the purpose the authors choose a case study method. Two B2B companies in the construction industry were selected. Data was gathered by observations and interviews. This data was then analysed using a model the authors had constructed. Findings: The case study resulted in an applied model for each of the companies that illustrate how they use social media in their sales process. The model shows at what stages social media is used, which social media platforms are used, how it is intended to be used and in what manner sales and marketing departments at the companies cooperate during the sales process. The study show that strategy and managerial expectations and involvement is key for how well social is used in the sales process. It also shows that the primary use of social media for both companies is to distribute product information. Research limitations: Only two interviews were conducted. The research mirrors the current social media use. No generalizations can be made and the results only concern the companies that were studied. Practical Implications: Social media use can serve to improve business operations, among them the sales process. Having an understanding of how B2B businesses use social media enables further research into which specific benefits it can have and how to enable these benefits.

Place, publisher, year, edition, pages
2020. , p. 42
Keywords [en]
Social media use, Social media platforms, Social media capability, Business-toBusiness marketing, Sales process, Industrial marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-15411Local ID: EXC518OAI: oai:DiVA.org:hv-15411DiVA, id: diva2:1453227
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2020-07-22 Created: 2020-07-09 Last updated: 2020-07-22Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf