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" Kobilerin örgütsel Pazarlama Faaliyetlerinde Sosyal medyanın Etkisi Ve rolü "
Edwan, Mohamed Hassan Mohamed
Erdoğmuş, İrem Eren
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Latin Dissertation
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| Language of Document
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English
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| Record Number
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1055282
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| Doc. No
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TL54399
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| Main Entry
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Edwan, Mohamed Hassan Mohamed
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| Title & Author
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Kobilerin örgütsel Pazarlama Faaliyetlerinde Sosyal medyanın Etkisi Ve rolü\ Edwan, Mohamed Hassan MohamedErdoğmuş, İrem Eren
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| College
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Marmara Universitesi (Turkey)
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| Date
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2019
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| Degree
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Master's
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| student score
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2019
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| Note
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271 p.
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| Abstract
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Social Media Marketing (SMM) is still going through the hype stage while widely used to encourage either individual or organizational communication and marketing trends. In the era of social media (SM), a necessity arose to contribute to the literature by studying the emerging business-to-business (B2B)'s SMM. However, studies that investigate how SMM has been utilized in the B2B context and being compared with Business-to-Consumer (B2C) in small-medium enterprises (SMEs), are lacking. Hence, this study presents a holistic model that draws on industrial-organization (I/O) and resource-based-view (RBV) theories to come up with an overview of implementing SMM by SMEs in terms of its notion, antecedents, and consequences. The model was tested by utilizing structural equation modeling (SEM) technique to investigate 288 B2B and 226 B2C SMEs’ data, which was collected through a cross-sectional online survey from 35 different industrial sectors in 9 regions representing 49 countries. The empirical results support the positive relationship between SMM implementation and organizational performance suggesting that SMEs are achieving better sales results, an enhanced Customer Relationship Management (CRM), and more presentable brand within the industrial B2B market. Furthermore, the model proves significant results in that SMM depends on the internal strengths of B2B SMEs, and on the SMM engagement level of the competitors. The findings reveal that B2B SMEs are applying a marketing strategy that focuses more on competitors than customer in the Age of the Customer since the SMM engagement level of the customers did not have an influence on SMM implementation of these B2B SMEs. On the other hand, the holistic model found to be workable for B2C SMEs context.
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| Descriptor
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Business to business commerce
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Management
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Marketing
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| Added Entry
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Erdoğmuş, İrem Eren
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| Added Entry
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Marmara Universitesi (Turkey)
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