Sharing is the Name of the Game: B2B Social Media Customer Engagement in the Life Sciences industry

Fandel, D., Rose, S. ORCID: https://orcid.org/0000-0002-1212-8314, Saraeva, A. ORCID: https://orcid.org/0000-0003-2223-4310 and Dibley, A., (2021) Sharing is the Name of the Game: B2B Social Media Customer Engagement in the Life Sciences industry. Report. Henley Centre for Customer Management, UK. pp10.

Abstract/Summary

The theme of the research study was how the use of social media by B2B firms is enabling customer relationship building. Whilst the adoption of social media in consumer markets is now strong, firms in B2B markets have been slower to recognize how this may be used to engage with customers. This report presents work conducted in the Life Sciences industry on role of social media in a B2B context.

Item Type	Report (Report)
URI	https://reading-clone.eprints-hosting.org/id/eprint/106534
Item Type	Report
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship Henley Business School > Leadership, Organisations, Behaviour and Reputation
Publisher	Henley Centre for Customer Management
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