First Advisor
Charles Nobles
Date of Award
Summer 2020
Document Type
Thesis
Degree Name
Bachelor of Arts (B.A.) in Business: Marketing and University Honors
Department
Business
Language
English
Subjects
Industrial marketing, Social media, Internet marketing
DOI
10.15760/honors.972
Abstract
Social media usage in business to business marketing and sales has been steadily rising since its advent in the late 2000s. Similarly, research surrounding social media in this context has increased, with specific focus on its usage, influence, and adoption from B2B marketers and salespeople. This focus has resulted in gaps in the literature, especially when regarding small and medium B2B enterprises. This review of literature provides a systemic understanding of the research landscape by identifying the theory, methods, context, and results of twenty-one peer-reviewed business marketing articles concerning social media. This review also proposes five key recommendations to inform future research in this field.
Rights
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Persistent Identifier
https://archives.pdx.edu/ds/psu/34461
Recommended Citation
Bello Manjarrez, Daniel, "Social Media in Business-to-Business Marketing and Sales: Review of Literature & Research Recommendations" (2020). University Honors Theses. Paper 949.
https://doi.org/10.15760/honors.972