کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1027587 942246 2014 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications
چکیده انگلیسی


• This paper analyzes Twitter communications for Fortune 500 companies.
• B2B tweeting strategies are different than those for B2C.
• B2B marketers use corporate brand names, functional appeals, and information search cues/links more frequently than B2C.
• Emotional appeals are more frequent than functional appeals within B2B communications.

Business-to-business (B2B) marketers hesitate to embrace social media as a marketing tool, unlike their business-to-consumer (B2C) counterparts, and they struggle to implement successful social media strategies due to their limited understanding of the phenomenon. Drawing on communication and word-of-mouth theories, the authors investigate how marketers use Twitter differently across contexts and predict key factors likely to influence the message strategies used in each. A longitudinal content analysis and logistic regression support the assessment of a sample of more than 7000 tweets by Fortune 500 companies. Marketers in B2B and B2C settings exhibit significant differences in their branding and selling strategies; their use of message appeals; and the use of cues, links, and hashtags to support information searches. Whereas B2B marketers tend to use more emotional than functional appeals in their tweets, neither B2C nor B2B marketers have adopted “hard sell” message strategies.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 43, Issue 5, July 2014, Pages 873–881
نویسندگان
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