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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 Dwivedi Orcid Logo

Industrial Marketing Management, Volume: 113, Pages: 243 - 257

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1016/j.indmarman.2023.06.011

Abstract

Social media message strategy is critical in determining how customers will engage with B2B firms on social media platforms. The present study examined the role of message source (i.e., firm-generated vs. employee-generated) and message content (i.e., emojis and objective information) in determining...

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Published in: Industrial Marketing Management
ISSN: 0019-8501 1873-2062
Published: Elsevier BV 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa63718
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spelling v2 63718 2023-06-27 Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-06-27 BBU Social media message strategy is critical in determining how customers will engage with B2B firms on social media platforms. The present study examined the role of message source (i.e., firm-generated vs. employee-generated) and message content (i.e., emojis and objective information) in determining social media engagement. Four experiments were conducted to test the proposed relationships. The study findings revealed that employee-generated content leads to higher social media engagement (i.e., intentions and behaviors) than firm-generated content. Content-based trust and engagement-based trust were found to be the underlying mechanisms by which message source impacts social media engagement. Furthermore, we observed that, for an employee-generated message, including emojis has a greater impact on customer engagement than when they are included in a firm-generated message. Finally, no evidence was found concerning the effectiveness of incorporating objective information in social media messages on customer engagement. These findings have marked implications for B2B marketers in developing effective social media message strategies. Journal Article Industrial Marketing Management 113 243 257 Elsevier BV 0019-8501 1873-2062 Customer engagement, B2B social media marketing, Message strategy, Message source, Emojis, Trust, Objective information 1 8 2023 2023-08-01 10.1016/j.indmarman.2023.06.011 http://dx.doi.org/10.1016/j.indmarman.2023.06.011 COLLEGE NANME Business COLLEGE CODE BBU Swansea University SU Library paid the OA fee (TA Institutional Deal) Swansea University 2023-07-12T15:20:46.8480850 2023-06-27T10:47:48.3174256 Faculty of Humanities and Social Sciences School of Management - Business Management M.S. Balaji 1 Abhishek Behl 2 Kokil Jain 3 Abdullah M. Baabdullah 4 Mihalis Giannakis 5 Amit Shankar 6 Yogesh Dwivedi 0000-0002-5547-9990 7 63718__28060__05eaa5b117c74603a6fef96423fce71b.pdf 63718.VOR.pdf 2023-07-10T09:33:49.6419675 Output 911408 application/pdf Version of Record true © 2023 The Authors. Published by Elsevier Inc. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0). true eng https://creativecommons.org/licenses/by/4.0/
title Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
spellingShingle Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
Yogesh Dwivedi
title_short Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
title_full Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
title_fullStr Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
title_full_unstemmed Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
title_sort Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 M.S. Balaji
Abhishek Behl
Kokil Jain
Abdullah M. Baabdullah
Mihalis Giannakis
Amit Shankar
Yogesh Dwivedi
format Journal article
container_title Industrial Marketing Management
container_volume 113
container_start_page 243
publishDate 2023
institution Swansea University
issn 0019-8501
1873-2062
doi_str_mv 10.1016/j.indmarman.2023.06.011
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
url http://dx.doi.org/10.1016/j.indmarman.2023.06.011
document_store_str 1
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description Social media message strategy is critical in determining how customers will engage with B2B firms on social media platforms. The present study examined the role of message source (i.e., firm-generated vs. employee-generated) and message content (i.e., emojis and objective information) in determining social media engagement. Four experiments were conducted to test the proposed relationships. The study findings revealed that employee-generated content leads to higher social media engagement (i.e., intentions and behaviors) than firm-generated content. Content-based trust and engagement-based trust were found to be the underlying mechanisms by which message source impacts social media engagement. Furthermore, we observed that, for an employee-generated message, including emojis has a greater impact on customer engagement than when they are included in a firm-generated message. Finally, no evidence was found concerning the effectiveness of incorporating objective information in social media messages on customer engagement. These findings have marked implications for B2B marketers in developing effective social media message strategies.
published_date 2023-08-01T15:20:42Z
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score 11.012678

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