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Examining Audience Reaction to B2B Content Marketing Delivered via Social Media

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dc.contributorEmory Serviss, ers0003@auburn.eduen_US
dc.creatorCole, James
dc.creatorServiss, Emory
dc.description.abstractSocial media provide multiple platforms and tactics to reach business-to-business (B2B) audiences with content they may rely upon to make purchasing decisions. But while content marketing has drawn some academic interest over the past decade, particularly in the field of media effects where audience reactions are studied with traditional theoretical frameworks, there is very little scholarly research examining how content marketing in social media influences audiences, particularly with regard to purchase decisions. In the highly competitive B2B marketing space, where those making purchasing decisions must be well informed and expect brands to provide content to that end, audience reaction and tactics are especially valuable to understand.en_US
dc.publisherInternational Journal of Advertising (IJA) Symposiumen_US
dc.relation.ispartof2021 Society for Marketing Advances Conferenceen_US
dc.subjectContent Marketingen_US
dc.subjectB2B Marketingen_US
dc.subjectSocial Mediaen_US
dc.subjectMedia Effectsen_US
dc.subjectBrand Attitudesen_US
dc.titleExamining Audience Reaction to B2B Content Marketing Delivered via Social Mediaen_US
dc.type.genreConference Abstracten_US
dc.locationOrlando, FLen_US

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