Case study analysis of the extent to which the social media marketing strategy influences B2B sales

Abstract

This dissertation aims to critically investigate and develop an understanding of the use of social media marketing strategies by companies selling to businesses. The research has been designed as a case study, focusing on the Twitter platform of a selected business while assessing the content posted on social media and its impact on buyer behaviour. The literature suggests that the use of social media marketing in business to business commerce is still relatively uncommon, determining the need for a greater understanding in order to successfully and effectively implement a social media marketing strategy. Qualitative research has been selected for this case study. Since it is treated as an exploratory study, qualitative data has provided the researcher with the opportunity for an inductive and interpretivist approach. The criteria for inclusion were being employed by the selected organisation and being involved in the social media marketing strategy. Due to the geographical location of the selected respondents, semi-structured e-mail interviews were chosen for data collection. This was deemed appropriate since the topics and circumstances are not considered sensitive. The data was analysed by reviewing and comparing themes developed in the literature against themes matured in the data. This has allowed for interpretation and an enhanced understanding of the phenomenon on the basis of the participants’ views. The research has determined an urgency among B2B organisations to exhaust a SMM strategy that will effectively communicate and sell to experienced industry buyers. As this is an exploratory study, the findings have served as a starting point for future research and definitive conclusions cannot be described.