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

Sandip Rakshit, Nazrul Islam, Sandeep Mondal and Tripti Paul

Journal of Business Research, 2022, vol. 150, issue C, 73-88

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.

Keywords: Social network marketing; Business-to-Business; SMEs; Marketing strategy; B2B marketing; Business performace (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:150:y:2022:i:c:p:73-88

DOI: 10.1016/j.jbusres.2022.06.006

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