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Barriers Impacting Social Media Marketing in Industrial B2B Organizations
Başlık:
Barriers Impacting Social Media Marketing in Industrial B2B Organizations
Yazar:
Al Khalili, Melda, author.
ISBN:
9780438001770
Yazar Ek Girişi:
Fiziksel Tanımlama:
1 electronic resource (149 pages)
Genel Not:
Source: Dissertation Abstracts International, Volume: 79-10(E), Section: B.
Advisors: Jamie L. Pinchot Committee members: Fred G. Kohun; Daniel R. Rota.
Özet:
The implementation of social media in organizations has been associated with an array of potential benefits as a marketing tool. Nevertheless, there has been little participation by the B2B sector in social media marketing. This study explores the social media marketing (SMM) implementation barriers in an industrial business-to-business (B2B) setting from an organizational orientation perspective using the Electronic Marketing Orientation (EMO) construct's philosophical and behavioral components. The EMO construct shows where organizations currently stand from a SMM implementation standpoint and where they should benchmark their activities and focus their resources to resolve SMM implementation barriers. Based on a qualitative exploratory study with marketing professionals in industrial B2B organizations, eleven social media marketing implementation barriers were explored. The findings suggest that seven of the identified barriers fell under the philosophical component of the EMO construct which reflects on the organizations culture and beliefs towards SMM. The top two barriers under the philosophical component of the EMO were the product and market type of the B2B industry. To understand and improve SMM implementation, B2B marketing professionals could benchmark their activities, gauge their efforts, and determine the resources needed by conceptualizing the EMO.
Notlar:
School code: 1447
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Yer Numarası | Demirbaş Numarası | Shelf Location | Lokasyon / Statüsü / İade Tarihi |
---|---|---|---|
XX(682133.1) | 682133-1001 | Proquest E-Tez Koleksiyonu | Arıyor... |
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