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Usage, barriers and measurement of social media marketing : An exploratory investigation of small and medium B2B brands ☆

Michaelidoua Nina, Auteur ; Theofania Siamagka Nikoletta, Auteur ; George Christodoulides, Auteur |

Dans Industrial marketing management (Vol. 40 N° 7 (Special issue), Octobre 2011)

Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizat[...]

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