Leveraging the network-building potential of social media marketing

摘要

The rapid digitalization of marketing in the last two decades has had an immense impact on businesses worldwide, accelerating this new field of marketing to the top of most business' agendas. A case study paper by Drummond et al. (2020) explores social media (SM) in the context of its impact on business-to-business (B2B) relationships, entrepreneurship, and the development of digital marketing skills. By identifying digital engagement strategies and tactics used in B2B environments, this paper seeks to heighten SM marketing capability among entrepreneurial firms by supplying practical strategic and tactical advice for developing their SM capabilities in the B2B environment. Data for the study were gathered by analyzing over 2,000 Facebook posts and Tweets by an artisan food producer, along with the collection of interview responses from the firm in question and from business associates with whom they engage on SM.