经济学院2018年第二十七次学术研讨会—— 暨博士后进站考察

主讲人：杜明飞 博士研究生

单 位：华中科技大学管理学院

题 目：Utilization and Effectiveness of Social Media Message Strategy: 

How B2B Brands Differ from B2C Brands

时 间：2018年5月23日（周三）下午4:00

地 点：经济学院407会议室

                                              经济学院

                                        2018年5月21日

摘要：Brands invest significant resources on social media to connect with their customers, yet there is still limited understanding on how B2B companies employ message strategies on social media platform and how those strategies are effective in improving customer perceived value and encouraging customer engagement. Based on content analysis of Sina Weibo brand pages and questionnaire survey of website visitors, this paper examines the differences of social media message strategies and their impacts upon customer perceived value and customer engagement between B2B and B2C companies. It is found that B2B companies utilize more rational appeals and less emotional appeals, perform not so well in informativeness and better in interactivity and variety than B2C firms. These five dimensions of message appeals and message quality have different roles in engaging customer via perceived value in B2B and B2C situations. The research makes significant contributions to the B2B branding and social media marketing literature by answering two interrelated questions, namely “what firms are doing” and “what firms should do” on social media websites. Besides, it provides insightful implications for B2B companies on how to implement appropriate message strategies in their social media marketing efforts.