B2B情境中的社交媒体营销战略:研究现状与展望

Social Media Marketing Strategy in the B2B Context: Research Status and Prospects

中文关键词:  B2B营销  社交媒体  社交媒体互动  社交媒体营销  营销战略

英文关键词:B2B marketing  social media  social media interaction  social media marketing  marketing strategy

中文摘要:

      随着社交媒体的广泛普及和影响力的不断攀升,从事B2B营销的企业亟待了解如何通过有效的社交媒体营销战略获取长久的竞争优势和实现价值最大化。B2B情境中的社交媒体营销战略问题也越来越受到学者们的关注,但目前该领域的研究呈现较为分散的状态,缺乏对相关文献全面系统的梳理和归纳。通过对209篇中英文文献的回顾和解析,采用社交媒体使用的“前因—战略—结果”综述框架,剖析了B2B情境中社交媒体营销战略的研究现状。基于现有研究不足,未来研究应进一步探究企业营销目标与相关主体动机的协同作用、C端社交媒体用户的动机,重点关注社交销售战略、思想领导力营销战略、影响者营销战略和社交媒体组合战略,以及企业边界人员使用个人社交媒体对企业层面的影响和社交媒体营销战略的“阴暗面”等问题,以推动B2B情境中社交媒体营销战略研究的理论构建与深化。

英文摘要:

      With the escalating popularity and influence of social media, B2B marketing agencies are compelled to understand how to attain enduring competitive advantages and maximize value through effective social media marketing strategies. The issue of social media marketing strategies in the B2B context has garnered increasing scholarly attention; however, the existing research in this field remains fragmented, lacking a comprehensive and systematic review and synthesis of pertinent literature. By reviewing and analyzing 209 Chinese and English papers, and adopting an “antecedents-strategies-outcomes” framework for social media usage, this study analyzes the research status of social media marketing strategies in the B2B context. Given the gaps in existing research, future studies should further investigate the synergy between corporate marketing objectives and the motivations of stakeholders, as well as the motivations of C-end social media users, and focus on social selling, thought leadership marketing, influencer marketing, and social media mix strategies. Additionally, it is crucial to investigate the impact of boundary personnel utilizing personal social media platforms at the corporate level and explore the potential drawbacks associated with social media marketing strategies to advance the theoretical construction and deepening of research on social media marketing strategies in the B2B context. 