Use of social media by b2b companies: systematic literature review and suggestions for future research

NoSocial media plays an important role in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by b2b companies. The current study focuses on a number of aspects of social media such as: the effect of social media; social media tools; social media use; adoption of social media use and its barriers; social media strategies; and measuring the effectiveness of the use of social media. This research provides a valuable synthesis of the relevant literature on social media in the b2b context by analysing and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both academics and practitioners

Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research

YesSocial media facilitates and enhances communication between businesses and customers. Nowadays, although it is commonly recognised that companies implement social media into their marketing activities, it is also acknowledged that companies struggle to calculate the return on investment (ROI) from social media marketing efforts as most of them focus only on certain tangible outcomes such as the impact on sales and purchases. Attempts have been made by researchers to identify how to measure key impacts of social media in relation to marketing; however, there remains a lack of empirical data and no comprehensive overview of what “ROI” can mean for an organisation seeking returns on their social media adoption. By knowing how to measure ROI from social media, companies can produce valuable insights which can help enhance marketing strategies in promoting their products/services. Thus, the aim of this chapter is to provide a review of ROI in social media marketing with a particular focus on intangible outcomes such as brand awareness, customer engagement/relationship and eWOM