Management of social selling and B2B customer-brand engagement: Is direct selling on social media good for your brand and relationships?
作者：
Highlights：
• There is evidence that social media is used differently in B2B marketing than it is in B2C marketing.
• Most studies focus on business-to-consumer (B2C) marketing, rather than business-to-business (B2B) marketing.
• The literature review on social media as a marketing communication channel for both B2C and B2B relationships does not examine the role of social commerce.
• Social media marketing can help support development of brand engagement within B2B relationships.
• There is lack of how to use social media as a sales site – social selling – influences the formation of B2B customer brand engagement and the strength of the B2B buyer–seller relationship.
摘要
•There is evidence that social media is used differently in B2B marketing than it is in B2C marketing.•Most studies focus on business-to-consumer (B2C) marketing, rather than business-to-business (B2B) marketing.•The literature review on social media as a marketing communication channel for both B2C and B2B relationships does not examine the role of social commerce.•Social media marketing can help support development of brand engagement within B2B relationships.•There is lack of how to use social media as a sales site – social selling – influences the formation of B2B customer brand engagement and the strength of the B2B buyer–seller relationship.
论文关键词：business-to-business (B2B) relationships,Business customer brand engagement,Customer-firm relationships,Social selling
论文评审过程：Received 13 June 2021, Revised 24 May 2022, Accepted 15 June 2022, Available online 21 June 2022, Version of Record 22 June 2022.
论文官网地址：https://doi.org/10.1016/j.elerap.2022.101167
