An integrated social network marketing metric for business-to-business SMEs

Article


Rakshit, S., Islam, N., Mondal, S. and Paul, T. 2022. An integrated social network marketing metric for business-to-business SMEs. Journal of Business Research. 150, pp. 73-88. https://doi.org/10.1016/j.jbusres.2022.06.006
AuthorsRakshit, S., Islam, N., Mondal, S. and Paul, T.
Abstract

Social networks have been extensively studied in business-to-consumer (B2C) studies, but their effects in a business-to-business (B2B) marketing context are under-theorized. The study develops an integrated social network marketing metric (SNMM) for B2B small- and medium-sized enterprises (SMEs). Using the framework, the study establishes a theoretical link between behavioral reasoning theory (BRT) and marketing accountability theory (MAT). Data was collected from 254 B2B SME marketers in India through a structured questionnaire survey and semi-structured interviews. At first glance, the missing link between SME performance and SNMM appears to be time, knowledge, and financial resources. SMEs that embrace innovation, proactiveness, and risk-taking can benefit from social media technologies. Thus, social networking has a direct, positive effect on SME growth. The implications for B2B SMEs’ SNMM studies are also discussed. Furthermore, the rationality of B2B marketing metrics has a tremendous influence on business success. Although the study has found a positive impact of SNMM on B2B SMEs success, further research is needed.

JournalJournal of Business Research
Journal citation150, pp. 73-88
ISSN0148-2963
Year2022
PublisherElsevier
Publisher's version
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Anyone
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2022.06.006
Publication dates
Online14 May 2022
PrintNov 2022
Publication process dates
Accepted05 Jun 2022
Deposited13 Dec 2023
Copyright holder© 2022, The Authors
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