Author: Alexandra Defert

2024-11-272025-03-14Social Media

Digital Content Marketing on Social Media Across the B2B Customer Journey: The Effect of Timely Content Delivery on Customer Engagement

Gartner (2020) found that, when considering a purchase, the average enterprise buyer spends only 17% of their time meeting with potential suppliers, while 27% of their time is spent on independent online research. The article by Salonen et al. demonstrates that rather than trying to understand what constitutes engaging content […]

2024-11-132024-11-13Social Media

Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement

Social media has become an essential tool for the B2B marketing strategy, platforms such as LinkedIn, Facebook or X are increasingly used to improve communication with customers and stakeholders. These offer a new channel to provide information, promote products and services, increase brand awareness and reputation, and ultimately drive business […]

2024-08-162024-08-16Social Media

Using linguistic features to predict social media engagement: Proposing an approach based on machine learning and natural language processing

Social media customer engagement plays a crucial role in the growth and success of B2B businesses. From a two-way communication perspective, knowing if a social media post will engage customers is of great value. The main purpose of this research is to evaluate the use of linguistic features and machine […]