Since the 1990s, business (B2B) marketing has been in debate, and marketers have been unable to agree on a B2B branding model. This paper is an analysis of the B2B marketing field and discusses current issues and dilemmas. Social marketing is explored, and theories and different areas are discussed. When exploring social marketing, the importance of reporting the effects of social marketing on B2B and other industries is emphasized. This paper includes documentation of the positive aspects of social marketing in B2B and other industries and highlights the limitations, future research, and future direction of social marketing in B2B.
References
[1]
(2024). Facebook Users, Stats, Data, Trends, and More—DataReportal—Global Digital Insights. https://datareportal.com/essential-facebook-stats
[2]
Aichner, T., Grünfelder, M., Maurer, O., & Jegeni, D. (2021). Twenty-Five Years of Social Media: A Review of Social Media Applications and Definitions from 1994 to 2019. Cyberpsychology, Behavior, and Social Networking, 24, 215-222. https://doi.org/10.1089/cyber.2020.0134
[3]
Andreasen, A. (1995). Social Marketing (pp. 23-54). Jossey-Bass. https://archive.org/details/marketingsocialc00andr/mode/2up
[4]
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The Future of Social Media in Marketing. Journal of the Academy of Marketing Science, 48, 79-95. https://doi.org/10.1007/s11747-019-00695-1
[5]
Bruce, D. P., & Scanlon, T. J. (2009). Antecedents of Collective-Value within Business-to-Business Relationships. European Journal of Marketing, 43, 31-45. https://doi.org/10.1108/03090560910923229
[6]
Cassell, K. J. (2020). When “Following” the Leader Inspires Action: Individuals’ Receptivity to Discursive Frame Elements on Social Media. Political Communication, 38, 581-603. https://doi.org/10.1080/10584609.2020.1829761
[7]
Farrukh, M., Raza, A., Meng, F., Wu, Y., & Gu, Z. (2021). Shaping Social Marketing Research: A Retrospective of the Journal of Social Marketing. Journal of Social Marketing, 11, 523-548. https://doi.org/10.1108/jsocm-06-2020-0099
[8]
Genovese, A., & Pansera, M. (2020). The Circular Economy at a Crossroads: Technocratic Eco-Modernism or Convivial Technology for Social Revolution? Capitalism Nature Socialism, 32, 95-113. https://doi.org/10.1080/10455752.2020.1763414
[9]
Ghafar, Z. (2024). The Positive and Negative Aspects of Social Media Platforms in Many Fields, Academic and Non-Academic, All over the World in the Digital Era: A Critical Review. Journal of Digital Learning and Distance Education, 2, 707-721. https://doi.org/10.56778/jdlde.v2i8.212
[10]
Hall, S. (2022). Innovative B2B Marketing: New Models, Processes and Theory. Kogan Page Publishers.
[11]
Hasan, M. (2019). Social Marketing: An Islamic Perspective. Journal of Islamic Marketing, 11, 863-881. https://doi.org/10.1108/jima-12-2016-0105
[12]
Huang, Y., Surface, D. L., & Zhang, C. (2022). Corporate Social Responsibility and Sustainability Practices in B2B Markets: A Review and Research Agenda. Industrial Marketing Management, 106, 219-239. https://doi.org/10.1016/j.indmarman.2022.08.016
[13]
Kotler, P., & Pfoertsch, W. (2007). Being Known or Being One of Many: The Need for Brand Management for Business-to-Business (B2B) Companies. Journal of Business & Industrial Marketing, 22, 357-362. https://doi.org/10.1108/08858620710780118
[14]
Kotler, P., & Zaltman, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, 35, 3-12. https://doi.org/10.1177/002224297103500302
[15]
Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long Live the Marketing Mix. Testing the Effectiveness of the Commercial Marketing Mix in a Social Marketing Context. Journal of Social Marketing, 10, 357-375. https://doi.org/10.1108/jsocm-10-2018-0122
[16]
McDermott, L., Stead, M., & Hastings, G. (2005). What Is and What Is Not Social Marketing: The Challenge of Reviewing the Evidence. Journal of Marketing Management, 21, 545-553. https://doi.org/10.1362/0267257054307408
[17]
Mohammed, S. (2020). Components, Theories and the Business Case for Corporate Social Responsibility. International Journal of Business and Management Review, 8, 37-65. https://doi.org/10.37745/ijbmr.vol8.no2.p37-65.2020
[18]
Okafor, A., Adeleye, B. N., & Adusei, M. (2021). Corporate Social Responsibility and Financial Performance: Evidence from U.S Tech Firms. Journal of Cleaner Production, 292, Article ID: 126078. https://doi.org/10.1016/j.jclepro.2021.126078
[19]
Owen, R., Macnaghten, P., & Stilgoe, J. (2020). Responsible Research and Innovation: From Science in Society to Science for Society, with Society. In G. Marchant, & W. Wallach (Eds.), Emerging Technologies: Ethics, Law and Governance (pp. 117-126). Routledge. https://doi.org/10.4324/9781003074960-11
[20]
Parvatiyar, A., & Sheth, J. N. (2021). Toward an Integrative Theory of Marketing. AMS Review, 11, 432-445. https://doi.org/10.1007/s13162-021-00211-1
[21]
Rhodes, C., & Fleming, P. (2020). Forget Political Corporate Social Responsibility. Organization, 27, 943-951. https://doi.org/10.1177/1350508420928526
[22]
Ritter, T., & Pedersen, C. L. (2024). Is Segmentation a Theory? Improving the Theoretical Basis of a Foundational Concept in Business-To-Business Marketing. Industrial Marketing Management, 116, 82-92. https://doi.org/10.1016/j.indmarman.2023.11.012
[23]
Rossomme, J. (2003). Customer Satisfaction Measurement in a Business-to-Business Context: A Conceptual Framework. Journal of Business & Industrial Marketing, 18, 179-195. https://doi.org/10.1108/08858620310463097
[24]
Rudi, J. R., Mubarok, D. H., Ar-Rasyi, H. H. A., Rahayu, W. P., & Dewi, T. S. (2024). B2B Marketing Communication Strategies in Increasing Sales: A Systematic Literature Review. International Journal of Business, Law, and Education, 5, 1543-1550. https://doi.org/10.56442/ijble.v5i2.600
[25]
Saeed, M. (2011). Key Issues in B2B Marketing and a Need to Develop Appropriate Theories and Models. Interdisciplinary Journal of Contemporary Research in Business, 3, 815-825. https://www.academia.edu/39111390/KEY_ISSUES_IN_B2B_MARKETING
[26]
Sheth, J. N., & Sharma, A. (2006). The Surpluses and Shortages in Business-to-business Marketing Theory and Research. Journal of Business & Industrial Marketing, 21, 422-427. https://doi.org/10.1108/08858620610708902
[27]
Sun, Y., & Zhang, Y. (2021). A Review of Theories and Models Applied in Studies of Social Media Addiction and Implications for Future Research. Addictive Behaviors, 114, Article ID: 106699. https://doi.org/10.1016/j.addbeh.2020.106699
[28]
Swaminathan, V., Sorescu, A., Steenkamp, J. E. M., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries. Journal of Marketing, 84, 24-46. https://doi.org/10.1177/0022242919899905
[29]
Takahashi, B. (2009). Social Marketing for the Environment: An Assessment of Theory and Practice. Applied Environmental Education & Communication, 8, 135-145. https://doi.org/10.1080/15330150903135889
[30]
Wei, Y. (2022). The Cultivation of Brand Knowledge and Purchase Intention among Brand Followers on Social Media. Journal of Digital & Social Media Marketing, 10, 173-186. https://doi.org/10.69554/zkyn6737
[31]
Xiao, Y., & Watson, M. (2017). Guidance on Conducting a Systematic Literature Review. Journal of Planning Education and Research, 39, 93-112. https://doi.org/10.1177/0739456x17723971
