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B2B social media content: engagement on LinkedIn
Högskolan i Borås.ORCID iD: 0000-0003-2219-1525
Högskolan i Borås.
Vinga Sweden AB.
Vinga Sweden AB.
2021 (English)In: Journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 36, no 3Article in journal (Refereed) Published
Abstract [en]

Purpose – This paper aims to identify content strategies on social media that influence engagement and to analyze those operations to describe important features for co-creation and trust.

Design/methodology/approach – This paper addresses the question of how social media content can influence engagement by using a mediumsized Swedish company for an empirical case study. This empirical study is based on a participatory action research methodology. By using the company account on LinkedIn, the authors experimented with relational content to understand the effects on customer-perceived value and trust.

Findings – Results reveal that action-oriented messages had a more significant impact on engagement than product-oriented messages and valuebased messages.

Originality/value – This paper builds on the existing literature in two ways: drawing upon business-to-business relationships and perceived value and using recent advances in the use of social networking sites to understand the value of co-creation through a participatory culture.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2021. Vol. 36, no 3
Keywords [en]
social networking sites, LinkedIn, engagement, business-to-business (B2B) relationships, perceived value, co-creation, co-design, trust
National Category
Business Administration
Research subject
Urban studies
Identifiers
URN: urn:nbn:se:mau:diva-18522DOI: 10.1108/JBIM-02-2020-0078OAI: oai:DiVA.org:mau-18522DiVA, id: diva2:1473763
Available from: 2020-10-07 Created: 2020-10-07 Last updated: 2021-03-24Bibliographically approved

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Sundström, Malin

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  • apa
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  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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  • asciidoc
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