University of Twente Student Theses

Login

Social media : their role as marketing tools in B2B Marketing

Busscher, N.M. (2013) Social media : their role as marketing tools in B2B Marketing.

[img] PDF
875kB
Abstract:The objective of this study is to identify and analyze the role of social media in the business practices of B2B organizations. Especially the use of social media for the marketing practices of B2B organizations is examined. The different stages of the value chain designed by Michael Porter will be used in order to explain the role of social media for several business processes of B2B organizations. Several web based communication tools are analyzed and later on connected to the different stages of the value chain, which results in an adjusted value chain that illustrates for each stage what kind of social media or information technology can be used. This paper made use of a literature review and a case study in order to discover new ideas, relate this research to previous research and to examine whether the assumptions were applicable at the three B2B organizations which were analyzed in the case study. Results showed that various social media tools and information technologies could be used in almost all the different stages of the value chain well. Many of the studies in this area have not researched the use of social media in the different business processes, so for each stage of the value chain, of B2B organizations. Furthermore, the findings are also illustrated in a framework based on the value chain. This research will thus contribute to the limited literature on this issue.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/74671
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page