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The New Times of Social Media Marketing in the B2B Framework

dc.contributor.authorLopes, João
dc.contributor.authorOliveira, José Castro
dc.date.accessioned2022-08-23T08:40:47Z
dc.date.available2022-08-23T08:40:47Z
dc.date.issued2022
dc.description.abstractNowadays, 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.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doihttps://doi.org/10.3390/businesses2020011pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.6/12302
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relationResearch Unit in Business Sciences
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectCustomer relationship management (CRM)pt_PT
dc.subjectCustomer knowledge management (CKM)pt_PT
dc.subjectSocial media marketing (SMM)pt_PT
dc.subjectBusiness to business (B2B)pt_PT
dc.titleThe New Times of Social Media Marketing in the B2B Frameworkpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleResearch Unit in Business Sciences
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04630%2F2020/PT
oaire.citation.titleBusinessespt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameLopes
person.familyNameCastro Oliveira
person.givenNameJoão
person.givenNameJosé
person.identifierD-8657-2019
person.identifier.ciencia-id2A15-2F67-8E45
person.identifier.ciencia-idB11B-C0E3-B8E5
person.identifier.orcid0000-0002-2968-4026
person.identifier.orcid0000-0003-4014-8491
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicationcc7427d2-d1ca-4847-b3af-1b1608acaae6
relation.isAuthorOfPublication0cc75d2a-89a7-4598-a52e-8c270fcb755b
relation.isAuthorOfPublication.latestForDiscoverycc7427d2-d1ca-4847-b3af-1b1608acaae6
relation.isProjectOfPublicationa9940477-25e6-4969-9d12-c913c900c23a
relation.isProjectOfPublication.latestForDiscoverya9940477-25e6-4969-9d12-c913c900c23a

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