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 […]
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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 […]
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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 […]
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The creation of high-quality content has become a cornerstone of any successful online marketing strategy. In recent years, businesses worldwide have recognized the power of social media in reaching their target audience, building lasting relationships, and enhancing their online presence. However, crafting quality content on social networks goes beyond sporadic […]
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In the ever-evolving world of B2B commerce, social media has emerged as an indispensable platform for building relationships, increasing brand awareness, and fostering customer engagement. While social media has long been associated with the B2C sphere, its relevance in the B2B sector cannot be underestimated.The key to harnessing these platforms […]
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Nowadays, social media plays an essential role in the business and marketing world, and the B2B sector is no exception. Social media platforms offer B2B companies unique opportunities to establish connections, strengthen their online presence, and generate qualified leads. However, to succeed on social media as a B2B company, it […]
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