B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics
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DOI: 10.1016/j.indmarman.2019.03.001
Abstract: Abstract The objective of this research is to increase understanding about B2B company-led user engagement on social media content. Building on hierarchy-of-effects (HoE) theory, we explore how the world’s leading B2B companies use content objectives… read more here.
Keywords: social media; objectives strategies; b2b; media content ... See more keywords