TY - JOUR
T1 - Social media analytics for business-to-business marketing
AU - Agnihotri, Raj
AU - Afshar Bakeshloo, Khashayar
AU - Mani, Sudha
N1 - Publisher Copyright:
© 2023 Elsevier Inc.
PY - 2023/11
Y1 - 2023/11
N2 - Organizations continue to incorporate social media analytics into their routines to improve their performance outcomes. However, industrial marketing literature is lagging in that it has only explored the utility of social media as a promotional tool rather than as an analytical tool. Accordingly, this study is one of the first scholarly attempts to extend the concept of social media analytics into the industrial markets and advance a theoretical (vs. technical) perspective on social media analytics. Using the organizational learning lens, we define social media analytics as activities related to the acquisition and analysis of social media data and the dissemination, retention, and utilization of the findings. This theoretical study (i) guides future academic research by providing relevant questions and (ii) offers managerial implications of social media analytics, specifically, in the B2B sales.
AB - Organizations continue to incorporate social media analytics into their routines to improve their performance outcomes. However, industrial marketing literature is lagging in that it has only explored the utility of social media as a promotional tool rather than as an analytical tool. Accordingly, this study is one of the first scholarly attempts to extend the concept of social media analytics into the industrial markets and advance a theoretical (vs. technical) perspective on social media analytics. Using the organizational learning lens, we define social media analytics as activities related to the acquisition and analysis of social media data and the dissemination, retention, and utilization of the findings. This theoretical study (i) guides future academic research by providing relevant questions and (ii) offers managerial implications of social media analytics, specifically, in the B2B sales.
KW - Business markets
KW - Organizational learning theory
KW - Sales performance
KW - Social media analytics
KW - Social media marketing
UR - http://www.scopus.com/inward/record.url?scp=85172932068&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2023.09.012
DO - 10.1016/j.indmarman.2023.09.012
M3 - Article
AN - SCOPUS:85172932068
SN - 0019-8501
VL - 115
SP - 110
EP - 126
JO - Industrial Marketing Management
JF - Industrial Marketing Management
ER -