Effect of Social Media in B2b Marketing: Invertigation of Ewom Effect in Oil and Gas Sector in Qatar

Abstract

The radical growth of the internet is a factor affecting different sectors of the business environment, including changes in the marketing sector. The importance of social media communications in the marketing environment cannot go unnoticed. An important element of social media communication greatly influencing marketing is electronic word of mouth (eWOM) - involving consumer to consumer communication about products and brands- which influences consumer purchase decisions. Nevertheless, research on the importance of eWOM in the marketing of oil and gas is limited. The purpose of this research is to investigate the effects of social media in business to business (B2B) marketing through an investigation of electronic word of mouth (eWOM) in the oil and gas sector in Qatar. Possible solutions to the negative effects of eWOM will also be determined.
 Keywords: social media, eWOM, oil and gas, B2B

Perception of women entrepreneurs on social media use for marketing communication in Qatar

“…Males are the dominant social media users in the country, surpassing all female users on all platforms, which can be beneficial in looking at what products or services to sell. Al-Khinji et al (2020) suggested that marketing through social media can be classified as an internet marketing activity that competes with traditional marketing, as it focuses on the web for promotion, such as an online advertising campaign for any commercial or community product, as well as promotion that focuses on sharing videos and images for marketing purposes and thus in a simple and fast way that companies reach to customers, the study also confirmed that the effects of social media in marketing business to business through word of mouth in the oil and gas sector in Qatar, primarily that the State of Qatar's economy is based on petroleum in the first place.…”