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Social media marketing in B2B oriented SMEs

Schulte, T. (2020) Social media marketing in B2B oriented SMEs.

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Abstract:This article looks into the concept of effectiveness of social media marketing in B2B oriented SMEs. There is a gap in existing literature, since existing literature focuses mainly on B2C oriented organizations. Besides, this article is one of the first to describe the outcomes of a quantitative research looking into the effectiveness of social media marketing in B2B organizations. To do this, a questionnaire was sent to 500 organizations. 56 useful responses were collected from these 500 organizations. From these responses it became apparent that social media marketing is being used for a variety of goals, such as attracting potential customers and increasing brand awareness and sales. It can be concluded that effectiveness of social media marketing can have various definitions. Since every organization can have another goal for their social media marketing activities, there is not one thing that can be deemed to define the concept of effectiveness of social media marketing. However, it is concluded that organizations have a general idea of what the goal is of their social media marketing activities, but do not set specific goals or targets that should be reached and can be measured. This, together with the fact that it is unclear how organizations measure the effectiveness of social media marketing activities, lead to the conclusion that it is hard to tell whether or not a social media marketing activity is deemed to be effective.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/85308
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