An integrated social network marketing metric for business-to-business SMEs
dc.contributor.author | Rakshit, S | |
dc.contributor.author | Islam, N | |
dc.contributor.author | Mondal, S | |
dc.contributor.author | Paul, T | |
dc.date.accessioned | 2022-05-06T10:15:47Z | |
dc.date.issued | 2022-06-14 | |
dc.date.updated | 2022-05-06T09:18:20Z | |
dc.description.abstract | Social networks have been extensively studied in business-to-consumer (B2C) studies, but their effects in a business-to-business (B2B) marketing context are under-theorized. The study develops an integrated social network marketing metric (SNMM) for B2B small- and medium-sized enterprises (SMEs). Using the framework, the study establishes a theoretical link between behavioral reasoning theory (BRT) and marketing accountability theory (MAT). Data was collected from 254 B2B SME marketers in India through a structured questionnaire survey and semi-structured interviews. At first glance, the missing link between SME performance and SNMM appears to be time, knowledge, and financial resources. SMEs that embrace innovation, proactiveness, and risk-taking can benefit from social media technologies. Thus, social networking has a direct, positive effect on SME growth. The implications for B2B SMEs’ SNMM studies are also discussed. Furthermore, the rationality of B2B marketing metrics has a tremendous influence on business success. | en_GB |
dc.identifier.citation | Vol. 150, pp. 73 - 88 | en_GB |
dc.identifier.doi | 10.1016/j.jbusres.2022.06.006 | |
dc.identifier.uri | http://hdl.handle.net/10871/129531 | |
dc.identifier | ORCID: 0000-0003-0515-1134 (Islam, Nazrul) | |
dc.language.iso | en | en_GB |
dc.publisher | Elsevier | en_GB |
dc.rights | © 2022 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/). | en_GB |
dc.subject | social network | en_GB |
dc.subject | social network marketing | en_GB |
dc.subject | SME | en_GB |
dc.subject | marketing strategy | en_GB |
dc.subject | B2B marketing | en_GB |
dc.title | An integrated social network marketing metric for business-to-business SMEs | en_GB |
dc.type | Article | en_GB |
dc.date.available | 2022-05-06T10:15:47Z | |
dc.identifier.issn | 0148-2963 | |
dc.description | This is the final version. Available on open access from Elsevier via the DOI in this record | en_GB |
dc.identifier.journal | Journal of Business Research | en_GB |
dc.rights.uri | https://creativecommons.org/licenses/by/4.0/ | en_GB |
dcterms.dateAccepted | 2022-06-05 | |
rioxxterms.version | VoR | en_GB |
rioxxterms.licenseref.startdate | 2022-06-05 | |
rioxxterms.type | Journal Article/Review | en_GB |
refterms.dateFCD | 2022-05-06T09:18:23Z | |
refterms.versionFCD | AM | |
refterms.dateFOA | 2022-06-30T12:51:38Z | |
refterms.panel | C | en_GB |
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Except where otherwise noted, this item's licence is described as © 2022 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).