A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey (2022)
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294-310. https://doi.org/10.1016/j.indmarman.2022.06.006
JYU-tekijät tai -toimittajat
Julkaisun tiedot
Julkaisun kaikki tekijät tai toimittajat: Terho, Harri; Mero, Joel; Siutla, Lotta; Jaakkola, Elina
Lehti tai sarja: Industrial Marketing Management
ISSN: 0019-8501
eISSN: 1873-2062
Julkaisuvuosi: 2022
Volyymi: 105
Artikkelin sivunumerot: 294-310
Kustantaja: Elsevier
Julkaisumaa: Yhdysvallat (USA)
Julkaisun kieli: englanti
DOI: https://doi.org/10.1016/j.indmarman.2022.06.006
Julkaisun avoin saatavuus: Avoimesti saatavilla
Julkaisukanavan avoin saatavuus: Osittain avoin julkaisukanava
Julkaisu on rinnakkaistallennettu (JYX): https://jyx.jyu.fi/handle/123456789/82810
Tiivistelmä
Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing approach. To address important knowledge gaps in extant research, this study identifies key activities for realizing customer-centric DCM in B2B markets and key contingencies that influence its performance outcomes. A theories-in-use approach, building on 56 interviews with managers at 36 B2B companies that have invested heavily in DCM, advances current literature by developing an activity-based conceptualization, grounded in relevant marketing research streams (customer engagement, customer journey and marketing technology literature). The authors also empirically derive propositions about the key contingencies of DCM performance. This conceptualization and the related contingencies provide an actionable roadmap for effective implementation of DCM for managers in business markets.
YSO-asiasanat: digitaalinen markkinointi; asiakaskokemus; asiakaspalvelu; asiakkaat; asiakkuudenhallinta; markkinoinnin suunnittelu; markkinointiviestintä
Vapaat asiasanat: digital content marketing; customer centricity; customer journeys; customer engagement; theories-in-use approach; conceptualization
Liittyvät organisaatiot
OKM-raportointi: Kyllä
Raportointivuosi: 2022
JUFO-taso: 2
