The main aim of this paper is to explore more in depth the role of social media in selling processes by business-to-business (B2B) companies. To achieve this goal the paper undertakes an exploratory case-study of a mechanical company actively using social media and web technologies to start and develop customer relationships and pursue sales opportunities. The case-study is analyzed through the IMP approach, which emphasizes the role of interaction and the interdependencies of resources and activities within dyadic and network relationships. Specifically, this paper attempts to rely on recent developments on the themes of interaction and business networking.

The role of social media in B2B marketing: an exploratory case-study from the mechanical sector

BOCCONCELLI, ROBERTA;CIOPPI, MARCO;PAGANO, ALESSANDRO
2014-01-01

Abstract

The main aim of this paper is to explore more in depth the role of social media in selling processes by business-to-business (B2B) companies. To achieve this goal the paper undertakes an exploratory case-study of a mechanical company actively using social media and web technologies to start and develop customer relationships and pursue sales opportunities. The case-study is analyzed through the IMP approach, which emphasizes the role of interaction and the interdependencies of resources and activities within dyadic and network relationships. Specifically, this paper attempts to rely on recent developments on the themes of interaction and business networking.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11576/2602579
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