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The influence of the relationship life cycle on business-to-business social media: Theory and practice
Journal of Digital & Social Media Marketing,
9
(1),
68-93
(2021)
Abstract
Business-to-business (B2B) firms are increasingly using social media platforms to engage with their customers as they seek to maintain and grow their relationships with customers. This study examined the social media communication objectives of B2B firms at the exploration, expansion and maturity phases of the relationship life cycle. Social media experts were interviewed regarding social media efforts and objectives. The objectives observed in practice were contrasted with theoretical recommendations of appropriate objectives at corresponding phases of the relationship. Several gaps between practice and theory were identified. Further research is necessary to better understand those social media communications objectives deemed important in practice but for which there is little theoretical support.
Keywords: relationship quality; relationship life cycle; relationship marketing; social media; business to business
The full article is available to subscribers to the journal.
Author's Biography
Loran Jarrett is an instructor in the Muma College of Business’ Marketing Department and serves as the faculty adviser for the American Marketing Association. She specialises in digital marketing, marketing strategy and community partnership campaigns. Jarrett was selected as the president of the Leadership Tampa Bay Class of 2016 and continues to be a board member of the organisation and serves as the marketing chair. Jarrett earned her doctorate in business administration from the University of South Florida and a master’s degree in marketing from the University of Tampa. She received her bachelor’s degree in marketing and real estate from Florida State University.
Sajeev Varki is an associate professor of marketing in the Muma College of Business. His research has been published in various journals and has won or been shortlisted for a number of prizes. Varki has a PhD in management from Vanderbilt University, an MBA from the Institute of Management, Ahmedabad, and a bachelor’s degree in engineering from the Indian Institute of Technology, Kharagpur. His expertise in advertising and strategy reflects his work experience as a business economist in Tata Economic Consultancy Services and as an advertising agency account manager.
