Content marketing · Abstract-supported mixed-method empirical study

Utilizing social media and developing brand awareness to increase sales for B2B consultancy

SAM Advanced Management Journal · 2025

H. Fatorachian, B. Mitchell, P. Boland, C. Petty, Z. Mughal, J. MCcoubrie

Summary

Social media and a strong online presence were reported to improve brand visibility, client engagement and sales; themes included digital presence and relationship building. For a founder, use this as a question to test in your own context, not a universal playbook.

For your marketing

Possible founder application

Treat this as evidence for the specific b2b growth and sales question studied. Compare the setting and sample to your company before changing a growth decision; use a local experiment where the paper does not match your context.

Reported result

What the study found

Social media and a strong online presence were reported to improve brand visibility, client engagement and sales; themes included digital presence and relationship building.

Research question

What the authors investigated

How do social-media use and brand awareness influence sales for B2B consultancy firms in hospitality?

Design

Literature review plus primary semi-structured interviews with five hospitality businesses.

Sample and setting

Five hospitality businesses in a B2B consultancy context.

Scope and transfer

Limitations to keep in view

Very small interview sample and hospitality-specific context; the abstract does not report additional limitations or causal performance measures.

Research sources

Publisher DOI record and accessible article/abstract directly support the bibliographic record and the summary fields; editorial review remains appropriate for duplicate checking against the unseen 300-study library. Correction notices were not separately verified in this collection; consult the current publisher record before applying the findings.

Study strength

2.5/5 Exploratory evidence; interpret cautiously

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 · 1/2

Synthesis or analytical design addresses the question, but conclusions depend on included literature or model assumptions.

Sample · 0.4/1

The accessible source does not report a usable sample size.

Comparison · 0.5/1

The comparison structure is limited or depends on the paper's model/context.

Can we check it? · 0.5/1

Only publisher abstract/metadata was retrieved; full methods and robustness could not be checked.

Double-blind? Blinding was not established from the captured source; it may not apply to this study design.