The impact of social media markting in B2B
Summarise the key themes or points that emerge from the literature you have reviewed.
• Bring together the gaps to highlight where new research is needed, i.e. your research project
– New methods are needed
– New theories need to be applied
– New contexts needs to be examined
Recommendations on how to strengthen the use of social media marketing in industrial b2b
Buratti, N., Parola, F., & Satta, G. (2018). Insights on the adoption of social media marketing in B2B services. TQM Journal, 30(5), 490-529. doi: 10.1108/TQM-11-2017-0136.
# Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169-179. https://doi.org/10.1016/j.indmarman.2018.01.00.
# Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2017). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), 1153-1159. https://doi.org/10.1016/j.indmarman.2011.09.009.