پارس پروژه پرتال خدمات دانشگاهی
این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۱۹ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1306
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Industrial Marketing Management
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۹ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ :بررسی تحقیقات در مورد رسانه های اجتماعی در بازاریابی بنگاه به بنگاه با تمرکز بر فروش و فرآیندهای فروش
عنوان کامل انگلیسی:
Examining the research on social media in business-to-business marketing with a focus on sales and the selling process
برای دانلود رایگان مقاله انگلیسی بر روی دکمه ذیل کلیک نمایید
وضعیت ترجمه: این مقاله تاکنون ترجمه نشده برای سفارش ترجمه تخصصی مقاله بر روی دکمه ذیل کلیک نمایید (کد مقاله:M1306)
مقالات مرتبط با این موضوع: برای مشاهده سایر مقالات مرتبط با این موضوع (با ترجمه و بدون ترجمه) بر روی دکمه ذیل کلیک نمایید
چکیده فارسی
رسانه‌های اجتماعی و تأثیر آن بر بازاریابی بنگاه به بنگاه توجهات بسیاری را از سوی متخصصان و محققان به خود جلب کرده است.رسانه‌های اجتماعی نیز بر فرآیند فروش تأثیر گذاشته‌اند، و تحقیق ما ادبیات موجود را بررسی می‌کند تا درک عمیق‌تری از این حوزه به دست آورد و مسیرهایی را برای تحقیقات آتی شناسایی کند. این مطالعه ۱۱۵ مقاله را در مورد بکارگیری رسانه های اجتماعی در بازارهای بنگاه به بنگاه برای درک تحقیقات فروش و رسانه های اجتماعی بررسی می کند…
Abstract
Social media and its impact on business-to-business marketing have received significant attention from practitioners and researchers. Social media has also impacted the selling process, and our research examines the extant literature to derive a deeper understanding of the area and identify directions for future research. This study reviews 115 articles on social media in business-to-business markets to understand sales and social media research within the social media domain. Using a multimethod approach, this paper classifies social media research in business-to-business marketing into four subject clusters: adoption of social media; use of social media in business-to-business marketing; social media and the selling process; and social media and marketing strategy. This study then reviews 29 articles in sales and social media research and finds that the research can be classified into usage, performance, and framework. Due to the limited research on business-to-business sales and social media, we also report on a survey that examined directions for future research. We hope that this article serves as an impetus for future research in this area.
۱.Introduction
Social media plays an extremely important role in business-tobusiness marketing. Social media interaction is used by 84% of C-level and VP-level buyers to make purchase decisions (Garofalo, 2016). Marketers in 83% of business-to-business firms use social media (Pulizzi & Handley, 2017). As a result of the Covid-19 pandemic and subsequent “new normal,” in which the number and duration of in-person visits are likely to remain minimal, social media’s role could become more critical (Gavin, Harrison, Plotkin, Spillecke, & Stanley, 2020), and social media penetration in business-to-business selling could increase.
Social media has become a significant marketing element in business-to-consumer markets and is increasingly important in businessto- business markets. Therefore, it has received more attention due to enhanced technologies, the proliferation of applications, and an increase in networking sites that business-to-business marketers use (Ancillai, Terho, Cardinali, & Pascucci, 2019; Chuang, 2020; Michaelidou, Siamagka, & Christodoulides, 2011; Salo, 2017; Trainor, Andzulis, Rapp, & Agnihotri, 2014).
At the same time, we are also witnessing rising interest among business-to-business markets in using social media in the selling process, transforming sales processes and salespeople tasks (Agnihotri, Dingus, Hu, & Krush, 2016; Rapp, Beitelspacher, Grewal, & Hughes, 2013). Agnihotri, Kothandaraman, Kashyap, and Singh (2012) suggest that social media selling refers to the use of technology by salespeople to generate content, develop networks, and enhance the selling process. Unfortunately, despite its potential, social media penetration remains low (Bill, Feurer, & Klarmann, 2020). Therefore, there is a need for a deeper understanding of business-to-business sales and social media…
۸.۲.Summary
This paper presents a bibliometric analysis of the research on sales and social media in business-to-business markets. We first classified research in social media in business-to-business markets into four subject clusters: adoption of social media; use of social media in business-tobusiness marketing; social media and the selling process; and social media and marketing strategy. The area of interest, sales and social media, was an important subdomain in the broader literature. Our data visualization analysis discovers that although sales and social media was not a subdomain during 2009–۱۳, it emerged as a subdomain during 2014–۱۸ and remained a subdomain in 2019–۲۰. Therefore, sales and social media continued to be an important area of research.
In the area of sales and social media, we found 29 SMSP articles that addressed research issues. We divided the literature into three areas: usage of social media, social media performance, and social media frameworks. We highlighted directions for future research and hope that this paper provides an impetus for such studies.
| مقالات مرتبط با این موضوع |
|
مقاله ISI در مورد مدیریت بازرگانی دانلود مقاله ISI در مورد فناوری اطلاعات دانلود مقاله ISI در مورد تجارت الکترونیک |