How B2B social media content strategies generate engagement across different social media platforms

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management Pub Date : 2025-02-01 DOI:10.1016/j.indmarman.2025.01.019

Benoit Bourguignon , Harri Terho , Ahlem Hajjem

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引用次数: 0

Abstract

Social media (SM) has become an essential means of engaging key stakeholders for business-to-business (B2B) firms. As a result, academic research has paid increasing attention to the factors that drive SM engagement in business markets. Although studies have examined the types of SM content that generate higher engagement in B2B contexts, current research lacks deeper insight into message strategies across different social media platforms (SMPs). We address this knowledge gap by examining whether the use of SM content strategies by B2B firms varies across platforms and whether their effectiveness in generating engagement varies across SMPs. In doing so, we build a new SM content strategy framework focused on messaging functions that capture a broad set of message stakeholders. Using advanced Random Forest modeling, we analyze 1700 SM messages and related engagement data from 18 of the largest Canadian B2B companies based on their revenues. We advance current research knowledge by demonstrating how different message strategies across SMPs achieve higher engagement levels. The findings offer concrete insights for practitioners to effectively engage diverse stakeholders across different SMPs.

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B2B社交媒体内容策略如何在不同的社交媒体平台上产生参与度

社交媒体（SM）已经成为企业对企业（B2B）公司吸引关键利益相关者的重要手段。因此，学术研究越来越关注推动SM参与商业市场的因素。虽然有研究调查了在B2B环境中产生更高参与度的短信内容类型，但目前的研究缺乏对不同社交媒体平台（SMPs）的信息策略的更深入了解。我们通过研究B2B公司对SM内容策略的使用是否因平台而异，以及它们在产生参与方面的有效性是否因smp而异，来解决这一知识差距。在此过程中，我们构建了一个新的SM内容策略框架，重点关注捕获广泛消息涉众的消息传递功能。使用先进的随机森林模型，我们根据收入分析了来自加拿大18家最大的B2B公司的1700条短信和相关参与数据。我们通过展示跨smp的不同消息策略如何实现更高的参与水平来推进当前的研究知识。研究结果为从业者提供了具体的见解，以有效地吸引不同smp的不同利益相关者。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Industrial Marketing Management Multiple-

CiteScore

17.30

自引率

20.40%

发文量

255

期刊介绍： Industrial Marketing Management delivers theoretical, empirical, and case-based research tailored to the requirements of marketing scholars and practitioners engaged in industrial and business-to-business markets. With an editorial review board comprising prominent international scholars and practitioners, the journal ensures a harmonious blend of theory and practical applications in all articles. Scholars from North America, Europe, Australia/New Zealand, Asia, and various global regions contribute the latest findings to enhance the effectiveness and efficiency of industrial markets. This holistic approach keeps readers informed with the most timely data and contemporary insights essential for informed marketing decisions and strategies in global industrial and business-to-business markets.