مقاله انگلیسی حرف زدن با عقل و احساس
Abstract
Keywords
Introduction
Theoretical background
Conceptual framework and hypotheses development
Methodology
Results
Discussion
Appendix A. Sample description
References
ABSTRACT
Brand engagement on social media increasingly draws B2B brands’ attention as it may produce positive WOM and bring branding and financial benefits. However, B2B marketers face challenges in creating compelling brand posts on social media. Beyond ‘knowing what to post’, what is even more challenging for B2B marketers is a lack of knowledge of ‘knowing how to communicate’, i.e., knowing how to design the non-informational cues in brand posts to stimulate brand engagement and generate social media WOM. This research makes initial attempts to address this gap by investigating the impacts of post language on B2B brand engagement on social media. Building on the model of B2B effective communication and theories in linguistics, we identify six linguistic features (i.e., post length, language complexity, visual complexity, emotional cues, interpersonal cues, and multimodal cues in rich media) that influence brand engagement, captured using Twitter likes and retweets. Through analyzing 229,272 tweets collected from 156 B2B brands in 10 industries, we found that, in general, linguistic features that facilitate the central or peripheral route processing will have positive effects, while those that hinder the processing will have negative impacts on brand engagement. This research contributes to our knowledge of B2B social media communication by revealing the power of brand language in driving brand engagement and introducing linguistics as a valuable conceptual lens for maximizing the benefits of B2B marketing content on social media. This research also highlights the interpretative nature of social media communication – B2B brands must go beyond the content purpose and strategy decisions to consider the specific language use and communication style of the message.
Introduction
Business-to-business (B2B) firms are increasingly embracing social media for their marketing activities. According to a recent report, social media has surpassed email, brand websites and blogs and become the top channel for marketing content distribution (Content Marketing Institute, 2021). As for paid content distribution, 83% of B2B marketers used social media advertising or promoted posts in 2020, rising from 60% in 2019 (Content Marketing Institute, 2021).. As for paid content distribution, 83% of B2B marketers used social media advertising or promoted posts in 2020, rising from 60% in 2019 (Content Marketing Institute, 2021). It has been reported that 75% of B2B buyers and 84% of C-level or vice-president level buyers are influenced by social media when making purchasing decisions (Articulate, 2019).