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E-marketing orientation and social media implementation in B2B marketing

Haji Habibi, Fatimeh, Hamilton, Caroline Anne, Valos, Michael John and Callaghan, Michael Brendan 2015, E-marketing orientation and social media implementation in B2B marketing, European business review, vol. 27, no. 6, pp. 1-18, doi: 10.1108/EBR-03-2015-0026.

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Title E-marketing orientation and social media implementation in B2B marketing
Author(s) Haji Habibi, Fatimeh
Hamilton, Caroline Anne
Valos, Michael John
Callaghan, Michael BrendanORCID iD for Callaghan, Michael Brendan orcid.org/0000-0001-6601-4980
Journal name European business review
Volume number 27
Issue number 6
Start page 1
End page 18
Total pages 18
Publisher Emerald Insight
Place of publication Bingley, Eng.
Publication date 2015-11-01
ISSN 0955-534X
Keyword(s) Marketing
Social Media
Implementation
Marketing Communication
Business-to-Business Marketing
E-Marketing Orientation
Social media challenges
Summary AbstractPurpose – The purpose of this paper is to consider the potential of an organisational orientation,namely the electronic marketing orientation (EMO) to address implementation issues inbusiness-to-business (B2B) social media implementation. Previous research has demonstrateddifferences between B2B and business-to-consumer (B2C) marketing.Design/methodology/approach – The paper draws on existing B2B marketing, social media andorganisational orientation literature, both academic and practitioner. This facilitates the developmentof a conceptual model and research proposition as a basis of further research into addressingcontemporary barriers to B2B social media implementation.Findings – The paper contends that each of the four components of the EMO addresses differentimplementation issues faced in implementing social media and, more specifically, the unique issuesfaced by B2B marketers.Research limitations/implications – The paper is conceptual in nature; however, it providesdirections for future empirical research.Practical implications – The differences in promotional and sales channels and messages requiredin B2B context are addressed in the research propositions. The paper highlights implementationchallenges and how a particular organisational orientation can facilitate the decision-making in dealingwith them.Originality/value – The paper provides a unique theoretical contribution by introducing the EMOconceptual model in a specific context of B2B social media marketing.
Language eng
DOI 10.1108/EBR-03-2015-0026
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 900201 Administration and Business Support Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2015, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30078500

Document type: Journal Article
Collections: Open Access Collection
Department of Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.