B2B content marketing for professional services: In-person versus digital contacts

Wang, Wei Lin; Malthouse, Edward C.; Calder, Bobby J.; Uzunoğlu, Ebru

doi:10.1016/j.indmarman.2017.11.006

Cited by 101 publications

(77 citation statements)

References 34 publications

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“…Advertising-centric marketing, also known as traditional advertising, displays content about convincing the customer of the specific value benefits of the product and services sold utilizing mass medium like magazines, TV and radio (Terkan, 2014;Wang et al, 2019;Hollebeek & Macky, 2019).The content is homogeneous with self-oriented wording (Jefferson & Tanton, 2013), rewards (Yilmaz, 2017;Duhigg, 2012), scientific discussion (Buckley, 1989), testimonial to endorse (Cohen, 2014), hard-selling (Halberstam, 1993), forced-selling or aggressive-selling (McGovern, 2006) and is concerned with a company"s own value (Jefferson & Tanton, 2013).…”

Section: Development Of Brand Contentmentioning

confidence: 99%

“…brand content) (Pine & Gilmore, 1999). Relational and engagement experience were not included in the experiential content as these experiences are built after passive and active experience (Evans & Mckee, 2010;Syrdal & Briggs, 2018;Wang et al, 2019;Hollebeek & Macky, 2019).…”

Section: Experiential Contentmentioning

confidence: 99%

“…With a constant increase in the proportion of expressive social media societies, marketers believe that there is a need to tap on these platforms. This is with a view to build marketers" competitive advantage in the current market, by having brand content that is able to create consumer brand engagement (Bloomstein, 2012;Marketing Science Institute [MSI], 2014;MSI, 2016;MSI, 2018;Hollebeek & Macky, 2019) which in turn promotes brand activities" interaction with social media societies (The Star, 2018;Stelzner, 2018).Marketers believe that the foundation block of engagement begins with brand content consumption which involves reading the passive content, curation by clicking social media button and later co-creation in which in turn give rise to followers (Evans & Mckee, 2010;Syrdal & Briggs, 2018;Wang, Malthouse, Calder & Uzunoglu, 2019;Hollebeek & Macky, 2019) and creates long-term engagement in the form of a relationship that is able to indirectly drive organizational performance. For instance, for Naked Pizza, 60% sales came from its" 4000 Twitter followers (Donna & Marek, 2010).…”

Section: Introductionmentioning

confidence: 99%

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Social Networking Brand Engagement using Creative Brand Content Experiences

Khaw¹,

Sade²,

Seduram³

2020

IBR

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In today’s environment, societies are free to create and browse online content; marketers therefore to face vexing challenges in drawing expressive social media users to engage with their brands. This current group of users display postmodernism characteristics; i.e. need more for subjective experiences to achieve self-realization. Hence, the creation of consumer brand engagement among expressive social media societies is through content that should be able to provide these experiences. However, there is lack research study on this trend. The objective of this study was to evaluate  passive experiential content that users perceived as novelty emotions (i.e. perceived creativity) that leads to intrinsic state of engagements (i.e. cognitive engagement and affective engagement) and to intentional engagement (the activation of willingness of brand clicking activities in social media). This, in turn, creates an advantage for the marketers because from this process if users engage the chances of building a long-term consumer brand engagement relationship is higher. This research study was done on 25-34 year-old Malaysian active expressive social media users who utilised expressive social media sites on a daily basis for at least 3 hours as the sample population from whom to collect data and administer a questionnaire survey with a still image as stimulus using social networking messaging platforms. Data analysis was conducted using IBM SPSS and IBM AMOS software and results showed positive significant relationship within all the 7 constructs which were functional appeal, emotional appeal, vividness, perceived creativity, cognitive engagement, affective engagement and intentional engagement.

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Section: Development Of Brand Contentmentioning

confidence: 99%

Section: Experiential Contentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Social Networking Brand Engagement using Creative Brand Content Experiences

Khaw¹,

Sade²,

Seduram³

2020

IBR

View full text Add to dashboard Cite

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“…The dimensions shown in Table 1 below can assist the researchers to identify the relevant indicators to measure the independent variables. Wang et al, 2019;Ohiomah et al, 2019;Crosby et al, 1990 Mutual trust Personal relationships Information disclosure Narayanan & Raja, 2020;Zhang, 2020;Joia, 2006;Chae et al, 2020;Foos et al, 2006;Wang et al, 2020;Shrama & Klein, 2020;Davenport & Prusak, 2003;Roberts, 2000;Massaro et al, 2019, Fink & Kessler, 2010Welter, 2012 Rewards Cost-benefit analyses Perceived benefits and corresponding costs Sharma & Garg, 2020;Disterer, 2003;Szulanski, 1996;Hansen et al, 1999;Leonard & Senesiper, 1998;O'Del & Grayson, 1998;Davenport & Prusak, 2003;Nguyen et al, 2019…”

Section: New Conceptual Modelmentioning

confidence: 99%

Sequential Coherence as a Success Factor in Personal Selling

Yapa¹,

Senathiraja²,

Poesche³

et al. 2020

IJMS

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Personal selling, especially in knowledge intensive contexts, demands effective knowledge transfer between all the parties involved. In our study, we have developed a new conceptual model of sequential coherence that helps to better understand knowledge flows in personal selling. The model describes how social capital, contact intensity, trust and rewards influence sequential coherence. Sequential coherence refers to the reciprocal result of the pushing effects induced by individuals of a teaching firm and the pulling effects induced by individuals of a learning firm that enables knowledge to flow across the boundaries of firms (Yapa et al., 2019). The objective of this concept paper is to explain how sequential coherence can be used as a success factor in personal selling of technology products. Our contribution is useful to both scholars and practitioners.The objective of this concept paper is to explain how sequential coherence can be used as a success factor in personal selling of technology products. We first present a literature review by highlighting scholarly work of prior researchers to establish connections between knowledge transfer and personal selling success. Next, we describe sequential coherence and its measurable dimensions. Factors that can influence sequential coherence in the context of personal selling are highlighted as the final section of the literature review. Then, we present a conceptual model with a brief note on operationalization followed by a discussion and a conclusion.

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“…Due to the complexity of the B2B buying process involving many parties, the sales person plays an important role in maintaining contact with consumers through personal selling [7].…”

Section: A B2b Marketingmentioning

confidence: 99%

Developing Personal Selling SOP, Improving Website and Improving Company Profile of MSME of PT. Selula Dwiphaloka Teknologi

Puspadewa

Suhaimi

2019

IJPS

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The increasing number of MSMEs (Micro, Small and Medium Enterprises) in Indonesia has had a positive contribution to Indonesia's economy, but many MSMEs unable to manage their business well. PT Selula Dwiphaloka Technologi is an MSME, a family business located in Bekasi City, Indonesia, that sells a custom-design machine for B2B customer. The data were collected using business coaching methods, a qualitative research that used to mapping MSME's condition and problem, then take a corrective action to implement solutions for improvement. The result shows that the MSME don't have a written SOP that can be used as guidance so the personal selling activity can be done consistenly, and also the website and company profile of MSME don't look very interesting. So, the solution is by developing SOP of personal selling, improving the website and company profile to support marketing activities. Surveys were also conducted to support evidence of the improvement result. As the results, there was a significant increase in the respondents' assessment of the visual aspects, information and overall appearance of the new website and company profile compared to the old ones. This study aims to help PT Selula Dwiphaloka Teknologi manage their marketing activities by creating SOP of personal selling, designing new website and company profile proposal.

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B2B content marketing for professional services: In-person versus digital contacts

Cited by 101 publications

References 34 publications

Social Networking Brand Engagement using Creative Brand Content Experiences

Social Networking Brand Engagement using Creative Brand Content Experiences

Sequential Coherence as a Success Factor in Personal Selling

Developing Personal Selling SOP, Improving Website and Improving Company Profile of MSME of PT. Selula Dwiphaloka Teknologi

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