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7 Academic Articles on Social Media Marketing for B2B Brands

Social Media Marketing for B2B brands is a growing topic of discussion. It is important for companies to understand how social media will impact their business before jumping on board. This list presents 7 academic articles that will help build the case for social media usage for B2B brands.

#1 The B2B Social Media Book

How can social media be leveraged in B2B companies to drive leads and grow revenue? This book provides B2B marketers with actionable advice on how to leverage social media to reduce marketing expenses and increase ROI. Readers will get an inside look at strategic tactics that serve as the building blocks of effective B2B social media strategies.

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#2 Marketing to the Social Web

How do you use social media to find new customers and build better communication with customers? This first step is understanding available tools and platforms and how to utilize them for growth. This article will help B2B marketers understand how to engage with customers online and build customer communities on social media as a way to maximize profits.

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#3 The Use of Social Media in B2B Marketing and Branding

Little research has been done on how B2B companies are utilizing social media. This exploratory study looks at current B2B literature on social media marketing and examines 10 of the largest B2B technology companies to understand their use of social media to promote their business. The findings include the use of social media to promote thought leadership and relationship building with stakeholders.

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#4 Social Media Brand Building Strategies in B2B Companies

This article provides an overview of B2B companies’ engagement with and strategic approach to social media usage for brand building. The research aims to complement the more extensive knowledge base regarding B2C social media usage.

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#5 Antecedents of Social Media Use in B2B Industrial Marketing

Understanding the customer perspective is critical to any social media strategy, yet little research has been provided on it. This study aims to clarify B2B customer’s behavior regarding social media usage for B2B purposes. It also provides insights on how marketing managers in industrial companies can make an impact through social media marketing.

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#6 How Social Media Affect B2B Communication & Improve Performance

B2B organizations utilize social media apps to communicate with their customers. This study works to better understand the relationship between social media and B2B communication to enhance business performance. The findings are presented through five case studies with small and medium sized businesses.

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#7 Why & How Are Social Media Used in a B2B Context

Through interviews and website observations, this study explores why and how B2B companies are using social media. It also looks at the most common stakeholders they communicate with and which channels are most effective at interacting with these stakeholders.

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