Effectiveness of B2B social media marketing : the effect of message source and message content on social media engagement
M.S. Balaji, Abhishek Behl, Kokil Jain, Abdullah M. Baabdullah, Mihalis Giannakis, Amit Shankar, Yogesh K. Dwivedi
| Year of publication: |
2023
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|---|---|
| Authors: | Balaji, M. S. ; Behl, Abhishek ; Jain, Kokil ; Baabdullah, Abdullah Mohammed ; Giannakis, Mihalis ; Shankar, Amit ; Dwivedi, Yogesh K. |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 113.2023, p. 243-257
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| Subject: | B2B social media marketing | Customer engagement | Emojis | Message source | Message strategy | Objective information | Trust | Social Web | Social web | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | B-to-B-Marketing | Business-to-business marketing | Werbewirkung | Advertising effects | Vertrauen | Confidence | Lieferantenmanagement | Supplier relationship management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2023.06.011 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014433601