Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement

M.S. Balaji, Abhishek Behl, Kokil Jain, Abdullah Baabdullah, Mihalis Giannakis, Amit Shankar and Yogesh Dwivedi
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M.S. Balaji: ESC [Rennes] - ESC Rennes School of Business
Abhishek Behl: MDI - Management Development Institute Gurgaon
Kokil Jain: FIIB - Fortune Institute of International Business [New Delhi]
Abdullah Baabdullah: King Abdulaziz University
Mihalis Giannakis: Audencia Recherche - Audencia Business School
Amit Shankar: IIM Ahmedabad - Indian Institute of Management Ahmedabad
Yogesh Dwivedi: School of Management [Swansea] - Swansea University, SIBM - Symbiosis Institute of Business Management Pune

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Date: 2023-08
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Published in Industrial Marketing Management, 2023, 113, pp.243-257. ⟨10.1016/j.indmarman.2023.06.011⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04158996

DOI: 10.1016/j.indmarman.2023.06.011

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