batum, tahsin perçin anadolu üniversitesi - iktisadi ve idari bilimler fakültesi, Turkey , ersoy, nezihe figen anadolu üniversitesi - iktisadi ve idari bilimler fakültesi, Turkey

THE USE OF SOCIAL MEDIA IN B2B MARKETING COMMUNICATIONS: AN EXPLATORY STUDY ON TURKISH COMPANIES

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The different characteristics of B2B and B2C markets affect the traditional marketing communication mix as well as the social media content strategy. However, it is seen that while some B2B companies have adopted well to social media, the others tend to imitate B2C companies in social media existence. This study aims to figure out which MARCOM tools are intensified in social media and if it works or not. For this purpose, every single social media post of 40 Turkish B2B SMEs have been classified into MARCOM tools and then the interaction performance of each post have been measured via engagement rate formula. Thus, evidence gathered to figure out what kind of content serves best in which social media platform for engagement and interaction. This study is believed to be a general guideline for selecting the right MARCOM mix in social media for B2B companies –at least- for B2B SMEs in Turkey.

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B2B MARCOM , B2B Social Media Marketing , B2B Content Strategy , Engagement Rate , Content Analysis

Afyon Kocatepe University Journal Of Economics an‎d Administrative Sciences

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