A longitudinal study of B2B customer engagement in LinkedIn: The role of brand personality

Cortez, Roberto Mora; Dastidar, Ayan Ghosh

doi:10.1016/j.jbusres.2022.02.086

Cited by 34 publications

(24 citation statements)

References 62 publications

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“…Following that, we created a database of potential respondents by conducting a search on these groups based on purposeful sampling. To ensure that we captured only active profiles, we limited our search to professionals who have a premium LinkedIn account, have at least 500 followers, and have published any content on LinkedIn in the past 30 days (Schmitt et al , 2021; Cortez and Dastidar, 2022). The “first connections” (those known to researchers) were omitted (Zide et al , 2014).…”

Section: Methodsmentioning

confidence: 99%

Multi-homing in B2B services: a psychological perspective

Manchanda

Deb

2022

JBIM

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Purpose Extant literature on business-to-business (B2B) has largely ignored studying multi-homing through a psychological lens. This paper aims to outline the results of three constituent studies, which were designed to reveal potential differences in multi-homers’ versus single-homers’ loyalty behaviors in a B2B and supply chain management (SCM) setting; identify factors that differentiate single-homers and multi-homers in these settings; and examine the relevance and effect of perceived risk on multi-homing behaviors. Design/methodology/approach In Studies 1 and 2, the authors used a questionnaire-based survey to capture the perceptions of 503 and 458 SCM experts, respectively. They then deployed AMOS v.21 to perform structural equation modeling. In Study 3, the authors used a mixed-methods approach to interview 18 SCM experts and then applied these insights to a survey with 242 SCM experts. Findings Study 1 reveals that multi-homers’ loyalty toward their preferred SP has a weaker effect on willingness to pay premium prices and share-of-wallet than single-homers’ loyalty. Study 2 establishes that several attitudinal factors distinguish multi-homers from single-homers in a loyalty framework. Study 3 concludes that perceived risk dimensions promote multi-homing intention, which in turn promotes multi-homing behavior. Originality/value Through empirical investigation, the present research succeeds in establishing that multi-homing is a concern for SPs, deciphering the attitudinal factors that distinguish multi-homers and single-homers in a loyalty framework, and confirming the influence of perceived risk dimensions on multi-homing. Thus, the study has several theoretical and practical implications for B2B services in emerging economies.

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Section: Methodsmentioning

confidence: 99%

Multi-homing in B2B services: a psychological perspective

Manchanda

Deb

2022

JBIM

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“…B2B marketing management, also known as industrial marketing management, is a fascinating research area attracting increased research interest ( Behera et al, 2022 ) which has unearthed interesting insights. Research in recent years has focussed on: (i) How corporate brand image influences managers’ decision-making in choosing an industrial corporate brand ( Balmer et al, 2020 ) in B2B operations; (ii) the role of social media in customer engagement ( Cortez & Dastidar, 2022 ); (iii) brand loyalty in B2B markets ( Nyadzayo et al, 2018 ); (iii) integration of B2C and B2B models ( He & Zhang, 2022 ); (iv) the influence of “entrepreneurial self-efficacy” on B2B sales performance ( Edwards et al, 2022 ); and (v) how B2B interactions and dynamism affect financial successes ( Chung et al, 2021 ). Nevertheless, B2B marketing has an involved link with supply chain management (SCM) since working relationships between buyers and suppliers are crucial for achieving sustainable competitive edge ( Fukukawa and Moon, 2004 , Terpend et al, 2008 , Jääskeläinen, 2021 ).…”

Section: Literature Reviewmentioning

confidence: 99%

How COVID-19 pandemic has shaped buyer-supplier relationships in engineering companies with ethical perception considerations: A multi-methodological study

Bag

Rahman

Choi

et al. 2023

Journal of Business Research

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“…Prof. Dr. Asep Saifuddin Chalim memiliki brand personality yang baik, hal tersebut dapat dikarenakan sifat dermawan yang beliau miliki, sehingga mendapatkan gelar "Kyai Miliarder, Tapi Dermawan" (Rosa, 2022). Hal tertsebut sejalan dengan penelitian yang dilakukan oleh (Mora Cortez & Ghosh Dastidar, 2022).…”

Section: Brand Madrasah Bertaraf Internasional Amanatul Ummah DI Masy...unclassified

Implementasi Strategi Pemasaran di Madrasah Aliyah Unggulan Bertaraf Internasional

et al. 2023

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Penelitian ini dilakukan di Madrasah Bertaraf Internasional Amanatul Ummah Pacet Mojokerto. Jenis penelitian yang digunakan oleh peneliti yaitu penelitian kualitatif dengan pendekatan studi kasus. Subjek yang dilakukan dalam penelitian ini adalah koordinator sekolah, bidang Admisi, siswa dan wali murid. Peneliti melakukan pengumpulan data menggunakan Observasi, wawancara, dan dokumentasi, analisis data yang digunakan dengan cara triangulasi. Peneliti memiliki tujuan untuk mengetahui strategi apa yang dilakukan oleh Madrasah Bertaraf Internasional Amanatul Ummah sehingga lembaga pendidikan tersebut berhasil memiliki brand di masyarakat. Hasil dari penelitian yang telah dilakukan yaitu: Pelaksanaan strategi branding yang dilakukan oleh MBI Amanatul Ummah yakni dengan pertama adanya guru yang cerdas sehingga peserta didik dapat berhasil dalam proses pembelajaran baik akademik maupun non akdemik, kedua akses networking yang kuat dan luas, ketiga akses vinansial dan akses sosial. Dalam keempat pelaksnaan strategi yang dilakukan keberhasilan utama untuk mencapai brand dikenal oleh masyarakat yakni adanya kekuatan networking yang kuat dan luas sehingga peserta didik dapat dengan mudah memanfaat relasi yang kuat untuk menyalurkan segala potensi yang dimiliki oleh MBI Amanatul Ummah Pacet Mojokerto. Brand MBI Amanatul Ummah telah berhasil memperoleh pembeda dari lembaga pendidikan lainnya yakni layanan, kualitas (prestasi), dan lulusan yang berhasil diterima di perguruan tinggi terbaik diluar negeri maupun di Indonesia

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A longitudinal study of B2B customer engagement in LinkedIn: The role of brand personality

Cited by 34 publications

References 62 publications

Multi-homing in B2B services: a psychological perspective

Multi-homing in B2B services: a psychological perspective

How COVID-19 pandemic has shaped buyer-supplier relationships in engineering companies with ethical perception considerations: A multi-methodological study

Implementasi Strategi Pemasaran di Madrasah Aliyah Unggulan Bertaraf Internasional

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