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Cited by 92Digital Marketing and Social MediaMarketing and Advertising StrategiesSocial Media in Health Education

The DOI matches its Crossref record; 76 of the 77 references it cites were found in a registry or an index.

B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics

Open access
Juntunen, Mari, Ismagilova, Elvira, Oikarinen, Eeva-Liisa·2020·Industrial Marketing Management
DOI 10.1016/j.indmarman.2019.03.001
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Abstract

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.

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1 of the 77 references couldn’t be matched to a known paper.

Research works printed but not linked: 4

  1. Johnston, 1994, The importance of advertising and the relative lack of research, The Journal of Business & Industrial Marketing, 9, 3
  2. Malhotra, 2012, How to get your messages retweeted, MIT Sloan Management Review, 53, 61
  3. Swani, 2013, Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of fortune 500 companies, Journal of Research in Interactive Marketing, 7, 269, 10.1108/JRIM-05-2013-0026 · DOI
  4. Twitter, 2018, How to Tweet.

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Metadata

Authors
Juntunen, M., Ismagilova, E., & Oikarinen, E.-L.
Affiliations
  • University of Oulu (FI)
  • University of Bradford (GB)
Corresponding author
Juntunen, Mari
ORCID
Venue
Industrial Marketing Management
Publisher
Elsevier BV
Published
2020-08
Volume
89
Pages
630-641
ISSN
0019-8501 (ISSN-L)
DOI
10.1016/j.indmarman.2019.03.001
OpenAlex
W2924652221
Cited by
92
References
77
Citations by year
2026: 5 · 2025: 8 · 2024: 13 · 2023: 15 · 2022: 26 · 2021: 15 · 2020: 8
FWCI
25.66
Type
journal article
Language
en
Open access
Licence
Locations
  • Industrial Marketing Management (publishedVersion, cc-by-nc-nd)
  • Bradford Scholars (University of Bradford) (submittedVersion, cc-by-nc-nd)
Funders
University of Bradford
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Health › Social Media in Health Education
Keywords
B2B brands, Twitter, social media engagement, content strategy, B2B advertising, brand engagement, awareness, trust, liking, purchase intention

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