Businesses and mobile social media capability

This source preferred by Kaouther Kooli and Elvira Bolat

Authors: Bolat, E., Kooli, K. and Wright, L.T.

http://eprints.bournemouth.ac.uk/21772/

Journal: Journal of Business and Industrial Marketing

Volume: 31

Issue: 8

Pages: 971-981

Publisher: Emerald: 24 month embargo

ISSN: 0885-8624

DOI: 10.1108/JBIM-10-2016-270

Abstract

Purpose: Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices is becoming the locomotive that drives forward evolution of the online world. a limited number of academic studies touched upon the MSM subject with all the papers being of a conceptual nature to provide recommendations to B2B firms. This paper aims to explore how B2B firms use MSM in reality. Methodology: This paper adopts the grounded theory approach to analyse interviews conducted in twenty-six B2B firms representing the UK advertising and marketing sector. Interviewees represent key decision-makers who understand the aspects of mobile technology use in their firms. Eighteen firms stressed the importance of social media as a trigger to adopt mobile devices. Follow-up data collection in these eighteen firms focuses on strategic orientation, processes, routines and skills required utilising MSM. Findings: We found that marketing and advertising firms use MSM for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firms’ competitiveness, where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skills’ interactions.

Originality: This study is amongst the first to provide insights into B2B firms’ practices of using MSM. Additionally, the research is novel because it discovers that MSM capability is developed as a result of the overlap between individuals’ and organisational knowledge and memory, contradicting existing theory on the subject. ¬¬¬¬¬¬¬¬Keywords: Social media, mobile technology, B2B marketing, the capability approach

This source preferred by Kaouther Kooli and Elvira Bolat

Authors: Bolat, E. and Kooli, K.

http://eprints.bournemouth.ac.uk/21772/

Journal: Journal of Business and Industrial Marketing

Purpose: Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices is becoming the locomotive that drives forward evolution of online world. Limited number of academic studies touched upon the MSM subject with all the papers being of conceptual nature providing recommendations to B2B firms. This paper aims to explore how B2B firms use MSM in reality. Methodology: This paper adopts the grounded theory approach to analyse interviews conducted in twenty-six B2B firms representing the UK advertising and marketing sector. Interviewees represent key decision-makers who understand the aspects of mobile technology use in their firms. Eighteen firms stressed the importance of social media as a trigger to adopt mobile devices. Follow-up data collection in these eighteen firms focuses on strategic orientation; processes; routines, and skills required utilising MSM. Findings: We found that marketing and advertising firms use MSM for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firms’ competitiveness where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skills’ interactions.

Originality: This study amongst the first to provide insights into B2B firms’ practices of using MSM. Additionally, the research is novel because it discovers that MSM capability is developed as a result of the overlap between individuals’ and organisational knowledge and memory, contradicting existing theory on a subject.

This data was imported from Scopus:

Authors: Bolat, E., Kooli, K. and Wright, L.T.

http://eprints.bournemouth.ac.uk/21772/

Journal: Journal of Business and Industrial Marketing

Volume: 31

Issue: 8

Pages: 971-981

ISSN: 0885-8624

DOI: 10.1108/JBIM-10-2016-270

© 2016, © Emerald Group Publishing Limited. Purpose: Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices, is becoming the locomotive that drives forward evolution of the online world. Fewer academic studies have touched upon the MSM subject, with all the papers being of a conceptual nature to provide recommendations to business-to-business (B2B) firms. This paper aims to explore how B2B firms use MSM in reality. Design/methodology/approach: This paper adopts the grounded theory approach to analyse interviews conducted in 26 B2B firms representing the UK advertising and marketing sector. Interviewees represent key decision-makers who understand the aspects of mobile technology use in their firms. Eighteen firms stressed the importance of social media as a trigger to adopt mobile devices. Follow-up data collection in these 18 firms focus on strategic orientation, processes, routines and skills required for using MSM. Findings: This paper found that marketing and advertising firms use MSM for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firms’ competitiveness, where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skills’ interactions. Originality/value: This study is amongst the first to provide insights into B2B firms’ practices of using MSM. Additionally, the research is novel because it discovers that MSM capability is developed as a result of the overlap between individuals’ and organisational knowledge and memory, contradicting existing theory on the subject.

This data was imported from Web of Science (Lite):

Authors: Bolat, E., Kooli, K. and Wright, L.T.

http://eprints.bournemouth.ac.uk/21772/

Journal: JOURNAL OF BUSINESS & INDUSTRIAL MARKETING

Volume: 31

Issue: 8

Pages: 971-981

eISSN: 2052-1189

ISSN: 0885-8624

DOI: 10.1108/JBIM-10-2016-270

The data on this page was last updated at 04:44 on September 23, 2017.