Content marketing · Empirical survey study.
Measuring the influence of social media marketing in B2B markets: an empirical study
Industrial Marketing Management. · 2017
Summary
Social-media capabilities and engagement can support B2B marketing outcomes when aligned with strategy and relationship processes.
For your marketing
Possible founder application
Invest in useful technical content and interaction workflows, not vanity reach alone.
Reported result
What the study found
Social-media capabilities and engagement can support B2B marketing outcomes when aligned with strategy and relationship processes.
Research question
What the authors investigated
How do social-media marketing capabilities influence B2B outcomes?
Design
Empirical survey study.
Sample and setting
B2B firms using social-media marketing.
Scope and transfer
Limitations to keep in view
Survey and self-reported outcome measures limit causal inference.
Research sources
Publisher abstract/metadata supports the study design, context, and reported finding.