Buyer behavior · Qualitative empirical study

“Old boys' club”: Barriers to digital marketing in small B2B firms

Industrial Marketing Management · 2022

authors not exposed on fetched publisher page

Summary

Internal and external factors both enable and constrain digital-marketing practice; one-size-fits-all approaches are inappropriate.

For your marketing

Possible founder application

Diagnose capability, culture, and customer barriers before prescribing a channel or tool.

Reported result

What the study found

Internal and external factors both enable and constrain digital-marketing practice; one-size-fits-all approaches are inappropriate.

Research question

What the authors investigated

How does the study’s stated design explain its reported outcome in this setting?

Design

Qualitative empirical study

Sample and setting

Small B2B firms; abstract-only

Scope and transfer

Limitations to keep in view

Small-B2B context and abstract-only evidence.

Research sources

abstract_only

Study strength

3.5/5 Abstract-level evidence is useful for framing questions; verify full methods before transfer.

How this was assessed

The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.

Design transparency · 2/2

Based on the reported study design in the retrieved source.

Sample and setting · 1/1

The sample context is stated; a numerical count is preserved only when reported.

Outcome clarity · 1/1

The finding is summarized from publisher or article metadata.

Access for checking · 0.5/1

Only abstract or bibliographic access was confirmed.

Double-blind? The retrieved publisher record does not establish whether participants or outcome assessors were blinded.

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