Businesses and mobile social media capability

Abstract

Purpose: Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices is becoming the locomotive that drives forward evolution of the online world. a limited number of academic studies touched upon the MSM subject with all the papers being of a conceptual nature to provide recommendations to B2B firms. This paper aims to explore how B2B firms use MSM in reality.Methodology: This paper adopts the grounded theory approach to analyse interviews conducted in twenty-six B2B firms representing the UK advertising and marketing sector.Interviewees represent key decision-makers who understand the aspects of mobile technology use in their firms. Eighteen firms stressed the importance of social media as a trigger to adopt mobile devices. Follow-up data collection in these eighteen firms focuses on strategic orientation, processes, routines and skills required utilising MSM. Findings:We found that marketing and advertising firms use MSM for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firms' competitiveness, where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skills' interactions.Originality: This study is amongst the first to provide insights into B2B firms' practices of using MSM. Additionally, the research is novel because it discovers that MSM capability is 2 developed as a result of the overlap between individuals' and organisational knowledge and memory, contradicting existing theory on the subject.

Rekognisi Terhadap Peluang Bisnis Online Melalui Media Sosial dan Hubungannya dengan Minat Berwirausaha: Studi Kasus Mahasiswa Politeknik Negeri Bandung

“…Bagi para wirausaha muda media ini juga merupakan platform yang punya kekuatan, bermanfaat, dan berbiaya rendah (Alayis et al, 2018). Selanjutnya bisa dipakai untuk branding, survei pasar, mengelola hubungan serta mengembangkan konten (Bolat et al, 2016), untuk meningkatkan reputasi perusahaan, meningkatkan minat dan kesadaran pelanggan, serta promosi kepada pelanggan baru (Broekemier et al, 2015), juga untuk mempengaruhi persepsi, preferensi serta sikap pelanggan (Abdullah & Siraj, 2018). Dengan demikian media sosial bisa disebut sebagai pasar elektronis (virtual) tempat bertemunya pembeli dan penjual (Gazal et al, 2016).…”

Análise estrutural e longitudinal sobre capacidades dinâmicas em agências de publicidade e em mídias sociais

“…Na Tabela 08, percebemos temas de estudo similares e com as datas de publicações muito próximas, o que indica que o estudo teve continuidade ou tratou de um mesmo estudo, muitas vezes sendo dividido em duas partes para publicação. O tema mais evidenciado nas investigações acadêmicas do período pesquisado foi a mídia social, a qual possui 25 artigos (Herschel & Yermish, 2008;Trainor, Andzulis, Rapp, & Agnihotri, 2014;Kim, Koh, Cha, & Lee, 2015;Martin & Reddington, 2009;Bolat, Kooli, & Wright, 2016;Fisher, McPhail, You, & Ash, 2014;Braojos-Gomez, Benitez-Amado, & Llorens-Montes, 2015;Marolt, Pucihar, & Zimmermann, 2015;Wang & Kim, 2017;Ahani, Rahim, & Nilashi, 2017;Lam, Yeung, & Cheng, 2016;Heartfield & Loukas, 2016;Venkatarama & Das, 2013;Chae, 2015;Jalonen, 2014;He, Zheng, & Zeng, 2016;Dong & Wu, 2015;Rayna & Striukova, 2016;Loukis, Charalabidis, & Androutsopoulou, 2017;Nguyen, Yu, Melewar, & Chen, 2015;Harrigan, Silvia Spagnol Simi dos Santos, Sérgio Begnini, Carlos Eduardo Carvalho, Ieda Margarete Oro Soutar, Choudhury, & Lowe, 2015;Hong, Shin, & Kim, 2016;Teo, Nishant, & Koh, 2016;Barawi & Seng, 2013 ;Wieneke & Lehrer, 2016).…”

Use of Social Media by b2b Companies: Systematic Literature Review and Suggestions for Future Research

“…Future research should focus on other types of measures. Third, studies were performed in China [23,35], USA [36][37][38], India [21,22,39], UK [5,37,40]. It is strongly advised that future studies conduct research in other countries as findings can be different due to the culture and social media adoption rates.…”