The New Times of Social Media Marketing in the B2B Framework

Lopes, João; Oliveira, José Castro

Publication

The New Times of Social Media Marketing in the B2B Framework

2022Journal article

dc.contributor.author	Lopes, João
dc.contributor.author	Oliveira, José Castro
dc.date.accessioned	2022-08-23T08:40:47Z
dc.date.available	2022-08-23T08:40:47Z
dc.date.issued	2022
dc.description.abstract	Nowadays, we live in the age of Marketing 4.0. Historically, marketing has often depended on changing consumer habits and needs. Thus, it is necessary to understand the new habits and needs of the consumer to make companies more and more effective. Currently, social media marketing (SMM) is ubiquitous in organizations, and is seen as a tool to achieve strategic goals. Therefore, SMM is important for companies to adapt their approach to customer relationship management and advance new marketing competencies to enable customer satisfaction. To drive customer satisfaction and improve customer experience, managers are loading social media applications into their current customer relationship management (CRM) systems. This study seeks to understand the feasibility of implementing SMM in business to business (B2B) companies and how this affects CRM and customer knowledge management (CKM). For this study, data were collected from two Portuguese micro-companies. The methodology used was exploratory qualitative in nature through a multiple case study, wherein semi-structured interviews were applied. It was found that SMM cannot be used in the B2B companies under investigation because CRM needs are much more dependent on CKM than on the mass interactions and indirect communication with the customer that can potentially exist in SMM. In these companies, communication with the client can be adjusted on a case-by-case basis through SMM, without the need for mass communication with all clients. This paper provides implications for the management of micro-enterprises regarding social media marketing. It also contributes to the development of the literature on SMM, CRM and CKM.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.doi	https://doi.org/10.3390/businesses2020011	pt_PT
dc.identifier.uri	http://hdl.handle.net/10400.6/12302
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.relation	Research Unit in Business Sciences
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	pt_PT
dc.subject	Customer relationship management (CRM)	pt_PT
dc.subject	Customer knowledge management (CKM)	pt_PT
dc.subject	Social media marketing (SMM)	pt_PT
dc.subject	Business to business (B2B)	pt_PT
dc.title	The New Times of Social Media Marketing in the B2B Framework	pt_PT
dc.type	journal article
dspace.entity.type	Publication
oaire.awardTitle	Research Unit in Business Sciences
oaire.awardURI	info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04630%2F2020/PT
oaire.citation.title	Businesses	pt_PT
oaire.fundingStream	6817 - DCRRNI ID
person.familyName	Lopes
person.familyName	Castro Oliveira
person.givenName	João
person.givenName	José
person.identifier	D-8657-2019
person.identifier.ciencia-id	2A15-2F67-8E45
person.identifier.ciencia-id	B11B-C0E3-B8E5
person.identifier.orcid	0000-0002-2968-4026
person.identifier.orcid	0000-0003-4014-8491
project.funder.identifier	http://doi.org/10.13039/501100001871
project.funder.name	Fundação para a Ciência e a Tecnologia
rcaap.rights	openAccess	pt_PT
rcaap.type	article	pt_PT
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