Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review

Social media are increasingly becoming a valuable tool for Business-to-Business (B2B) organizations. However, social media research in B2B lacks a comprehensive overview from a strategic perspective, with most research to date having been focused on the tactical use of social media platforms, that is to say, in describing specific tools to implement a strategy. In the present systematic literature review we address this deficiency. Our findings...