دانلود رایگان مقاله لاتین رسانه اجتماعی در زمینه بازاریابی صنعتی از سایت الزویر
عنوان فارسی مقاله:
تحقیقات رسانه های اجتماعی در زمینه بازاریابی صنعتی: مرور ادبیات و مسیرهای تحقیقاتی آینده
عنوان انگلیسی مقاله:
Social media research in the industrial marketing field: Review of literature and future research directions
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بخشی از مقاله انگلیسی:
2. Methodology
This study follows the three-stage systematic literature review process (Tranfield, Denyer, & Smart, 2003) with three phases in stage one, five phases in stage two, and two phases in stage three. The systematic literature review process is explained in detail below. In stage one, the review was planned. In the first phase, we identified a need for a review of literature in the field of industrial marketing in relation to social media usage, as multiple authors stated that the field is at an embryonic stage, even though knowledge production in the field has been and still is accelerating. In the second phase, we drafted a proposal to conduct a review, which was followed by a third phase, where a review protocol with inclusion and exclusion criteria was developed. All the studies with an empirical context of industrial marketing were included with an additional inclusion criterion – that studies should focus on social media (Kaplan & Haenlein, 2010). There are several social media definitions and we adopted one of the frequently used by Kaplan and Haenlein (2010). According to them social media includes collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Studies that focused on consumer markets or consumer markets with a social media focus were excluded (see Lamberton & Stephen, 2015). At stage two, the review was conducted. Phase one identified the existing research. First, we conducted key word searches (social media, web 2.0, industrial marketing, and business-to-business marketing) in the Financial Times 50 listed journals. As the key word searches in the premier journals were returned empty we proceeded to second step. Second, we moved to other journals such as Industrial Marketing Management (18), Journal of Business Research (2), Journal of Business and Industrial Marketing (4), Journal of Interactive Marketing and Journal of Retailing. Third, the search was extended to Google Scholar and Scopus to identify other possible contributions. Scopus covers roughly 95% of academic texts (Oksanen & Räsänen, 2016). Textbooks, popular business books and conference papers were excluded from the analysis. As was expected, same articles were found through different routes, so duplications were eliminated. In phase two, studies were selected, categorized by key word searches, and the abstracts of each text were read through. A total of 40 academic research articles were selected for further inspection. In phase three, the quality of the study was evaluated. If the study was conceptual, then the rigor of the concept development and conceptual analysis was looked upon, while for empirical studies, the rigor of the quantitative or qualitative method use was to be evaluated. As the articles were accepted by well-known publishers, all of the 40 articles met these criteria. Phase four includes data extraction, in which we extracted the information source (title, authors, journal, and publication detail) into Excel and the article as a separate file into a designated folder. For the Excel spreadsheet, we also detailed the empirical context, method, and central results of the conducted research. Table 1 presents the sources and the number of articles. Academic journals with one publication were classified as ‘others’. Phase five is the data synthesis, in which, after reading the individual research articles and roughly categorizing them with two identifiers, i.e., theoretical areas and time of publication, we started to look at the key findings of each individual article and overlaps of the contributions. The theoretical thematic topic categories that were used to categorize were adopted, condensed, and revised from a popular business marketing state of the art review conducted by Reid and Plank (2000), in which they had 28 general theoretical thematic topic categories for industrial marketing research. Here, we have condensed some of the categories, e.g., personal selling, sales training, and sales motivation and compensation into one, labeled ‘sales’, and for the buyerseller relationship, we added ‘business networks’. Also, for some of the categories, e.g., ‘pricing and logistics’ and ‘physical distribution’, we did not find any existing research. The category ‘computer use’ refers to social media use in general, while the ‘decision support’ category is leaning more towards the way social media is used in decision-making. Hence, we ended up with eight categories. Thematic categories as well as the number of publications per year are detailed in the Appendix 1. In stage three, the report and recommendations are presented. We present these in chapter four and five. Chapter four summarizes the existing research surplus areas and identifies the deficiencies in the field by providing some avenues for future research. Chapter five concludes the research.
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کلمات کلیدی:
Most Downloaded Industrial Marketing Management Articles - Elsevier https://www.journals.elsevier.com/industrial-marketing.../most-downloaded-articles Feb 20, 2017 - The most downloaded articles from Industrial Marketing Management in the last 90 days. ... Social media research in the industrial marketing field: Review of literature and future research directions ... How social media applications affect B2B communication and improve business performance in SMEs. [PDF]Content marketing - European Media Management Association https://www.media-management.eu/.../Content-marketing-A-review-of-academic-liter... database of peer-reviewed literature, covering comprehensive overview of the world's research output covering multiple fields, including social sciences. The search did not set any time frame because: first, there were not many results for each search performed; second, even though content marketing is very related to ... 5 Benefits of Social Media for Industrials | Industrial Marketer https://www.industrialmarketer.com/5-benefits-social-media-for-industrials/ Nov 18, 2014 - At this point, social media is regarded as an essential part of any marketing mix. ... You're curious about how social media can help you market. ... five ways industrial businesses can benefit by establishing presences on the major social networks to engage customers as they network, share, and research. Searches related to Social media research in the industrial marketing field industrial marketing management pdf elsevier sciencedirect elsevier journal
