Against the Odds: Consequences of Social Media in B2B and B2C

Pantea  Foroudi; Reza Marvi; Mohammad Mehdi Foroudi; Sayabek Ziyadin; Solongo  Munkhbat

doi:10.1108/978-1-83867-685-820201013

Against the Odds: Consequences of Social Media in B2B and B2C

Pantea Foroudi , Reza Marvi, Mohammad Mehdi Foroudi , Sayabek Ziyadin, Solongo Munkhbat

Marketing & Strategy

Research output: Chapter in Book/Published conference output › Chapter

Abstract

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.

Original language	English
Title of host publication	Beyond Multi-channel Marketing: Critical Issues in Dual Marketing
Editors	Maria Palazzo, Pantea Foroudi, Alfonso Siano
Publisher	Emerald
Pages	163-189
ISBN (Electronic)	9781838676858
ISBN (Print)	9781838676865
DOIs	https://doi.org/10.1108/978-1-83867-685-820201013
Publication status	Published - 17 Jun 2020

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abstract = "Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.",

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Against the Odds: Consequences of Social Media in B2B and B2C

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