First Advisor

Charles Nobles

Date of Award

Summer 2020

Document Type

Thesis

Degree Name

Bachelor of Arts (B.A.) in Business Administration: Marketing and University Honors

Department

Business Administration

Language

English

Subjects

marketing, social media, business to business, sales

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

Included in

Marketing Commons

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