Huotari, Lauri; Ulkuniemi, Pauliina; Saraniemi, Saila; … - In: Journal of Business & Industrial Marketing 30 (2015) 6, pp. 761-770
Purpose – The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets....
