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Sharing is the Name of the Game: B2B Social Media Customer Engagement in the Life Sciences industry

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Fandel, D., Rose, S. ORCID: https://orcid.org/0000-0002-1212-8314, Saraeva, A. ORCID: https://orcid.org/0000-0003-2223-4310 and Dibley, A., (2021) Sharing is the Name of the Game: B2B Social Media Customer Engagement in the Life Sciences industry. Report. Henley Centre for Customer Management, UK. pp10.

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Abstract/Summary

The theme of the research study was how the use of social media by B2B firms is enabling customer relationship building. Whilst the adoption of social media in consumer markets is now strong, firms in B2B markets have been slower to recognize how this may be used to engage with customers. This report presents work conducted in the Life Sciences industry on role of social media in a B2B context.

Item Type:Report (Report)
Divisions:Henley Business School > Marketing and Reputation
ID Code:106534
Publisher:Henley Centre for Customer Management
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