دانلود رایگان مقاله تحقیقات رسانه های اجتماعی در زمینه بازاریابی صنعتی: مرور ادبیات و مسیرهای تحقیقاتی آینده

ABSTRACT

Since the emergence of social media, industrial marketing academics and marketers have also been intrigued by the influence of such media on the discipline. As, social media research in the field of industrial marketing has been of increasing interest, this research attempts to review and assess the advances in social media research in the industrial marketing field. From the literature review conducted, it can be identified that some of the research areas have witnessed steady theory development increases, e.g., sales and marketing communications, while others are clearly lagging behind, e.g., pricing and ethics. Also methodological pluralism is called for instead of more traditional methods (conceptual analysis, qualitative and survey) to establish and solve more nuanced research problems. This research provides a review of the current state of research in the field and suggests directions for future development.

5. Conclusions

We started this research by asking the following question: How much research exists in the social media deployment in the industrial marketing area, and what are the possible future research directions for industrial marketing? By reviewing 40 research articles, we divided them into eight theoretical thematic topic categories, adopted and revised from influential industrial marketing state of the art literature review by Reid and Plank (2000). These are presented in detail in the literature review and corresponding Table 2. Overall, it can be seen that partly due to the novelty of the research field, current research has been focusing on the tactical use of social media, rather than a more strategic use. Without doubt also one of the reasons to start from the tactical use is that it is simpler to grasp and measure while the strategic use of social media that influences supplier firms and customers at multiple levels is more complex to measure.