THE PARTICULARITIES AND LIMITATIONS OF SOCIAL MEDIA UTILIZATION IN B2B RELATIONSHIPS
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
Previous studies have demonstrated the advantages of using social networks for doing business in customer markets. The question remains as to the use of social media on business markets (B2B); as yet, only limited studies have been done. It is possible to use the internet and other interactive technologies to support doing business on B2B markets, but this ield has limitations. Therefore, these marketing tools are not being used as much as they are on customer markets. The authors have determined how organizations focused on B2B markets use social networking sites (SNSs) and social CRM for contact with customers. This paper provides more detailed information from research that was conducted in the Czech Republic at the end of 2015 and beginning of 2016 and compares it with experiences taken from research focused on using social networking sites for business markets in other countries (Finland, China, Great Britain, and the USA).
Authors and Affiliations
Kateřina Kantorová, Aneta Severová
Keywords
Related Articles
- EP ID EP317141
- DOI -
- Views 107
- Downloads 0
FACEBOOK COMMUNITY AND ITS COMMUNICATION HABITS
Social network Facebook belongs to the most visited websites in the world, and in Slovakia it is used as a dominant communication tool of the online environment. By its users it is used in different ways and for differen...
MEDIA IMPACT ON CRISIS COMMUNICATIONS
Crises become an unavoidable part of organizational lives. All responses of organizations are highlighted during the crisis. The organizational behavior during the crisis shows that the company is perceived by the public...
AWARENESS OF ENTREPRENEURIAL ORGANIZATION’S BRAND BUILDING AMONG EMPLOYEES OF THE MUNICIPAL COUNCIL
Presented article is the result of research work in the field of awareness of entrepreneurial organization’s brand building among the employees of municipal council. The concept of brand, already well established, has re...
REGIONAL PRODUCT LABELLING SYSTEM ZNOJEMSKO REGIONÁLNÍ PRODUKT FROM THE POINT OF CONSUMER BEHAVIOUR´S VIEW
The article is focused on regional labelling systems from the point of consumer behaviour´s view. Nowadays, regional product labelling is a tool being used worldwide, mainly by the food, helping to make a food production...
GENERATIONAL COMPARISON OF ATTITUDES TOWARDS HEALTH AND SENESCENCE
An indispensable part of recent years is the demographic ageing of the population, not only in Slovakia but also on a European scale. People live longer, and only few children are born. Seniors are becoming an increasing...