Mari Juntunen, Elvira Ismagilova, Eeva-Liisa Oikarinen, B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics, Industrial Marketing Management, 2019, ISSN 0019-8501, https://doi.org/10.1016/j.indmarman.2019.03.001
B2B brands on Twitter : engaging users with a varying combination of social media content objectives, strategies, and tactics
|Author:||Juntunen, Mari1; Ismagilova, Elvira2; Oikarinen, Eeva-Liisa3|
1Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, P.O. Box 4600, 90014, Finland
2School of Management, University of Bradford, UK
3epartment of Marketing, Management and International Business, Oulu Business School, Finland
|Online Access:||PDF Full Text (PDF, 0.3 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe2019041212206
|Publish Date:|| 2019-04-12
The objective of this research is to increase understanding about B2B company-led user engagement on social media content. Building on hierarchy-of-effects (HoE) theory, we explore how the world’s leading B2B companies use content objectives (why), strategies (how), and tactics (what) on Twitter. We first integrate B2B advertising and social media research on companies’ content objectives, strategies, and tactics. Then, using qualitative analyses, we examine the existence of objectives, strategies, and tactics in the most engaging tweets (N = 365) of the worlds’ ten leading B2B brands, covering five industries, in 2017. Finally, we quantitatively examine how the use of diverse objectives and strategies differs between the most engaging tweets (N = 318) and least engaging tweets (N = 229) of the companies in 2018. The companies use objectives, strategies and tactics that relate to creating awareness, knowledge and trust, interest, and liking in the majority of their most and least engaging tweets, and express preference, conviction and purchase aspects much less. Differences exist in general, industry-wise, and company-wise. The study is a rare attempt to integrate the extant B2B advertising and social media research, and compare the most and least engaging B2B social media content.
Industrial marketing management
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
© 2019 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/BY-NC-ND/4.0/).