B2B social media content: engagement on LinkedIn
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 30 September 2020
Issue publication date: 11 March 2021
Abstract
Purpose
This paper aims to identify content strategies on social media that influence engagement and to analyze those operations to describe important features for co-creation and trust.
Design/methodology/approach
This paper addresses the question of how social media content can influence engagement by using a medium-sized Swedish company for an empirical case study. This empirical study is based on a participatory action research methodology. By using the company account on LinkedIn, the authors experimented with relational content to understand the effects on customer-perceived value and trust.
Findings
Results reveal that action-oriented messages had a more significant impact on engagement than product-oriented messages and value-based messages.
Originality/value
This paper builds on the existing literature in two ways: drawing upon business-to-business relationships and perceived value and using recent advances in the use of social networking sites to understand the value of co-creation through a participatory culture.
Keywords
Acknowledgements
This work was supported by the Swedish Knowledge Foundation through the project Data-Driven Innovation (20160035).
Citation
Sundström, M., Alm, K.H., Larsson, N. and Dahlin, O. (2021), "B2B social media content: engagement on LinkedIn", Journal of Business & Industrial Marketing, Vol. 36 No. 3, pp. 454-468. https://doi.org/10.1108/JBIM-02-2020-0078
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited