Examining Audience Reaction to B2B Content Marketing Delivered via Social Media

James Cole & Emory Serviss
Social media provide multiple platforms and tactics to reach business-to-business (B2B) audiences with content they may rely upon to make purchasing decisions. But while content marketing has drawn some academic interest over the past decade, particularly in the field of media effects where audience reactions are studied with traditional theoretical frameworks, there is very little scholarly research examining how content marketing in social media influences audiences, particularly with regard to purchase decisions. In the highly...
This data repository is not currently reporting usage information. For information on how your repository can submit usage information, please see our documentation.