B2B Business and Social Media Marketing: use, measurement and Key Performance Indicators

  1. Deborah Picher Vera
  2. Soledad Martínez María-Dolores
  3. Juan Jesús Bernal García
Book:
Las tecnologías de información y comunicación para la innovación y el desarrollo
  1. Javier F. García (coord.)
  2. Teresa de león (coord.)
  3. Eduardo Orozco (coord.)

Publisher: Humboldt International University

ISBN: 978-0-9915776-6-8

Year of publication: 2017

Pages: 187-199

Type: Book chapter

DIALNET GOOGLE SCHOLAR lock_openOpen access editor

Abstract

Social Media Marketing campaigns have been incredibly popular over recent years. Many companies are now in social networks to publicize their products and services to their current and potential customers. Companies that initially do not seem made for this type of channel, such as B2B, have ventured into the world of social networks. Should they measure their results in the same way a B2C business does? This is the issue on which we concur on this paper.

Data source: Dialnet