Date of Award
Bachelor of Arts (B.A.) in Business Administration: Marketing and University Honors
marketing, social media, business to business, sales
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.
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Bello Manjarrez, Daniel, "Social Media in Business-to-Business Marketing and Sales: Review of Literature & Research Recommendations" (2020). University Honors Theses. Paper 949.