Accessibility navigation


Sharing is the name of the game: exploring the role of social media communication practices on B2B customer relationships in the life sciences industry

Rose, S., Fandel, D., Saraeva, A. and Dibley, A. (2021) Sharing is the name of the game: exploring the role of social media communication practices on B2B customer relationships in the life sciences industry. Industrial Marketing Management, 93. pp. 52-62. ISSN 0019-8501

[img] Text - Accepted Version
· Restricted to Repository staff only until 15 January 2023.
· Available under License Creative Commons Attribution Non-commercial No Derivatives.

580kB

It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1016/j.indmarman.2020.12.013

Abstract/Summary

The inclusion of social media as a communication channel in a vendor’s B2B digital marketing strategy is growing in importance. Understanding the effect of such practices upon customer relationships is crucial for firms as they increasingly engage in this way. This paper presents and tests a model that explores the effect of vendor social media communication practices upon trust and loyalty in B2B customer relationships. A study using quantitative data from 196 business customers of a United States life sciences firm is reported. The model indicates that trust and loyalty are influenced by a) the social media shared beliefs between the vendor and the customer; b) the nature of the vendor’s social media communication with the customer; and c) the extent to which the vendor’s social media communication practices enable effective customer-to-customer communication. Trust is found to have a mediating role between these indicators and loyalty. Managerial implications are discussed.

Item Type:Article
Refereed:Yes
Divisions:Henley Business School > Marketing and Reputation
ID Code:95458
Publisher:Elsevier

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation