The use of an internet network in an organization cannot be divorced from the numerous types of challenges that occur inside it, particularly those connected to network service quality., In addition, ...the high demand for service users has become a severe issue where people believe that the network needs to be optimally utilized. This research examined the connection between ISP service quality and B2B customer loyalty to business Internet services. This work employs Structural Equation Modeling with Partial Least Square methodology for SEM data analysis (PLS-SEM). The research revealed a favourable and statistically significant correlation between BP trust and BP loyalty. Because BP believes in the quality and service of ISP providers, they are typically loyal to BP. In addition, NQ and SP have a sizeable direct association with client loyalty. Moreover, this research showed that QSTS had a good and substantial effect on BP's level of trust. Meanwhile, CSTS, NQ, and SP have a favourable and significant impact on BP value.
This paper utilizes market-level data to explore the relative performance of individual companies amongst defined competitors. We show the potential of using consumer clickstream data, an important ...type of big data, to create a new set of B2B analytical frameworks. In the markets where complex interactions between competitors, search intermediaries and consumers create a network, B2B relationships can be inferred from consumer search patterns, and can then be modeled to gauge the online performance. A commercial dataset from ComScore’s US panel of one million users is used to illustrate a new approach to measure and evaluate the online performance of competitors in the US airline market. The methodology and associated performance framework demonstrate the potential for new forms of market intelligence based on the visualization of market networks, online performance calculated from matrix algorithms, the measurement of the impact of search intermediaries, and the identification of latent relationships. This research makes theoretical and empirical contributions to the debate on the use of big data for B2B market analytics. B2B managers can use this approach to extend their network horizon from an egocentric to a network view of competition and map out their competitive landscape from the perspective of the customer.
•A hierarchical model of big data analytics is presented.•A market-level approach using big data to evaluate online performance is proposed.•Network visualizations of the interaction levels between the key players are derived.•Using this approach, managers can understand the evolving competitive landscape.
Academic research has not kept pace with the growth of and investment in B2B advertising. Important topics need to be addressed and critical questions remain unanswered. This review systematically ...analyzes, consolidates and identifies knowledge gaps in prior research related to B2B advertising in order to motivate dedicated future study. Based on a methodical, concept-centric approach, B2B advertising literature is categorized by: 1) type of article; 2) theories applied; 3) message appeals, content, and strategies used; 4) media selected; 5) effectiveness and performance measurement; and 6) budgeting approaches. The review indicates limited and outdated research on several topics including message strategies and appeals, advertising budgets, advertising effective measures related to buyer and financial outcomes, and media usage. Furthermore, research on overall B2B integrated marketing communications strategies is lacking. The review highlights research opportunities and questions with the potential to provide guidance to B2B marketing managers.
•Academic research has not kept pace with the growth of B2B advertising.•Establishes a foundation for advancing knowledge of B2B advertising.•Concept-centric approach identifies six major topics and main research gaps.•Highest potential areas are theory, messaging, digital media, measurement and budgeting.•Tables summarize research agenda, key articles, findings, and implications.
The new business challenges in the B2B sector are determined by connected ecosystems, where data-driven decision making is crucial for successful strategies. At the same time, the use of digital ...marketing as a communication and sales channel has led to the need and use of Customer Relationship Management (CRM) systems to correctly manage company information. The understanding of B2B traditional Marketing strategies that use CRMs that work with Artificial Intelligence (AI) has been studied, however, research focused on the understanding and application of these technologies in B2B digital marketing is scarce. To cover this gap in the literature, this study develops a literature review on the main academic contributions in this area. To visualize the outcomes of the literature review, the results are then analyzed using a statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. The research results classify the types of CRMs and their typologies and explore the main techniques and uses of AI-based CRMs in B2B digital marketing. In addition, a discussion, directions and propositions for future research are presented.
•This study explores the main techniques and uses of AI-based CRMs in B2B digital marketing.•A Multiple Correspondence Analysis (MCA) is develop to visualize the outcomes of a literature review.•We found third B2B Digital Marketing dimension that encompasses relevant indicators for the use of AI-based CRMs.•Directions for future research are presented for the study and practice of B2B digital marketing using intelligence-based CRMs.
Purpose
This study aims to map out the ways in which the intellectual structure and research trends of scientific publications come together in business-to-business (B2B) marketing strategies in the ...health-care sector. More specifically, it aims first to identify the fundamental contributions of research in this area of knowledge and second to determine the lines of research that constitute the most prominent intellectual contribution to the development of a solid future research agenda.
Design/methodology/approach
The statistical and analytical methods include bibliometric, co-citation and cluster analysis techniques. To identify useful patterns of information within the paper, this study sought paid special attention to scholarship that was jointly cited. This study then applied hierarchical cluster analysis to the totality of the co-cited paper and then grouped the interrelated paper into distinct sets.
Findings
This study were able to systematically identify and classify various theoretical perspectives of B2B marketing strategies within the health-care sector into four main approaches, namely, decision-making strategies; relational marketing; co-creation; new challenges.
Originality/value
By systematically identifying, exploring and analyzing the key priorities of B2B marking within the health-care sector, this study contributes positively to the existing literature. The added value is that the work will help to further improve the international standards of excellence within the health-care sector and its marking apparatuses.
The success of sellers' business-to-business (B2B) mobile applications (apps) hinges on buyers' continued use in their purchasing process. Such engagement with a seller's app is critical as it can ...add to the seller's bottom line. Building on an integrated model (task–technology fit TTF, user satisfaction and self-efficacy), this research explores job- and individual-related factors that may influence buyers' current and future use of B2B mobile apps. Responses from 193 executive B2B buyers indicate that TTF directly influences future use while user satisfaction and self-efficacy directly influence current use of B2B mobile apps. Furthermore, current use of B2B mobile apps fully mediates the paths from user satisfaction and self-efficacy to future use. Only technology characteristics affect TTF. These findings provide insights into current and future use of B2B mobile apps for theory and practice.
•The study develops and tests an integrative model of buyers' B2B mobile apps use.•Task–technology fit influences buyers' future use of B2B mobile apps.•User satisfaction and self-efficacy influence buyers' current use of B2B mobile apps.•Current use fully mediates effects of self-efficacy and satisfaction on future use.•Technology characteristics affect task–technology fit.
Geopolitical and economic uncertainties lead to growing volatility by lowering credit flows (allocations and disbursements), resulting in a sharp plunge in industrial and marketing activities. ...Despite this, studies on how business to business (B2B) marketing disruptions caused by geopolitical tension and economic policy uncertainty impede industrial value creation and sustainable development, are scarce. We examine the influence of geopolitical tension and economic policy uncertainty on sustainable development through the channel of B2B marketing in the case of group of 20 (G20), group of 7 (G7) and Brazil, Russia, India, China, and South Africa (BRICS) nations over 1990–2019. We utilize the Quantiles via Moments approach to analyze panel time series data due to its potential to deal with country- and region-specific heterogeneity and non-linear relationships. Our findings disclose that geopolitical tensions have a monotonic negative effect on industrial value-added triggered by B2B marketing in the BRICS countries. Contrarily, such tensions have no significant influence on industrial value-added and sustainable development in the G20 and G7 nations. Besides, industrial value-addition (foreign and domestic) augmented by B2B marketing positively affects sustainable development. Also, the effect of economic policy uncertainty on industrial value-added and sustainable development is monotonically favorable. In contrast, economic policy uncertainty-augmented industrial value-added adversely affects sustainable development steadily. Briefly, the empirical outcomes unveil significant economic implications, delineating that B2B firms are confronted with many challenges resulting from the vagaries of geopolitical and economic policy uncertainty soliciting disruption in their sustainable marketing operations.
•Studies the effect of geopolitical and economic policy uncertainty on sustainable development via B2B marketing channel.•Examines the contexts of G20, G7 and BRICS blocks within the framework of quantiles via moments approach.•Finds a negative effect of geopolitical tension on industrial value-added triggered by B2B marketing in BRICS block.•Geopolitical tensions have no effect on industrial value-added and sustainable development in the G20 and G7 nations.•Industrial value-addition augmented by B2B marketing positively affects sustainable development.
The economic power of B2B transactions hasn't been reflected in the amount of published research in marketing journals, and the relevance for practitioners of the studies issued has been questioned ...during the last 20years. How can we bring academicians and practitioners together? After studying the history of B2B marketing, building on configuration theory, and prospecting the future challenges for marketers, the authors argue that the research efforts should be focused on six major areas of inquiry: Innovation, Customer Journey and Relationship Value, Data Analytics, Harnessing Technology, Marketing/Finance Interface and Revenue Growth, and Industry Context or Ecosystem. Specifically, they propose 20 theoretical sub-categories that are compelling for academicians and relevant for B2B marketers. The research conclusions and propositions were established by an expert panel through an exhaustive ranking-type Delphi method and refined using a coding scheme from grounded theory. The authors discuss the implications for theory development and managerial interest.
•A historical B2B marketing theory review is done.•We constructed a panel of academic B2B experts.•We focused on building a bridge between academia and practitioners.•We identify specific research questions to develop the suggested six research streams.
Professional social media platforms, such as LinkedIn, allow individuals to build their own personal brand with the aim to foster B2B engagement. Individuals can project both individual- and ...corporate-driven characteristics through LinkedIn, to create favorable impressions management (IM) strategies and attract viewers engagement. This study aims first to understand the difference between individual- versus corporate-driven elements of LinkedIn profiles. Then, using the IM theory, this paper explores the different perceptions formed by potential business partners on these elements which can lead to B2B social media engagement. A content analysis of 130 LinkedIn profiles, followed by 20 in-depth interviews with business professionals, show that perceptions are different between the individual- versus the corporate-driven profiles and these perceptions together with the IM strategies are not static, showing that IM strategies need to be assessed in combinations and over difference phases. Individual-driven profile elements seem to project the most favorable perceptions to foster B2B engagement, leaving the corporate-driven elements to only compliment what is described as the ‘ideal’ profile for B2B engagement. The findings provide valuable insights to different business partners who want to initiate contact and engage with business professionals on social media in a B2B context.
•Individual-driven content elements on LinkedIn profiles foster more B2B social media engagement than corporate-driven ones.•IM strategies need to be examined in combinations to fully understand their effect of business partners' perceptions.•Perceptions of individual- and corporate-driven LinkedIn profiles are not static but change while engaging with a profile.•Organizations should encourage their employees to promote their personal characteristics and competences on their profiles.
This research is a Systematic Literature Review (SLR) that adopts PRISMA (Preferred Items for Systematic Review and Meta-Analysis) to investigate business-to-business (B2B) marketing communication ...strategies in increasing sales. Data were obtained from Scopus, Emerald, Wiley, Taylor and Francis. A total of 96 journals were initially identified, but through the application of strict inclusion and exclusion criteria, the number was reduced to 10 journals that served as the focus of the comprehensive review. The results show that B2B marketing through social media is becoming an integral and connected part of organisations, as it not only helps during the sales process but also during the buying process. Social media has the potential to assist B2B organisations in improving their communication capabilities by facilitating knowledge promotion and encouraging engagement through advanced technology.
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