[AISWorld] IＭＭ Special Issue Call for Paper: Social Media and Social Network for Industrial Marketing

[WilliamWang]

Industrial Marketing Management

 

Special Issue on

 

Social Media and Social Networking in Industrial Marketing

 

CALL FOR PAPERS

Deadline for Submission February 28, 2015

 

Social media and social networking sites such as Facebook, Twitter and
LinkedIn have become extremely popular over the past five years. The
adoption and use of these channels apply not only to social activities but
to commercial sectors as well. Companies now use video, blogs, podcasting,
social network communities and other online media to release news and
directly approach customers. These marketing platforms operate 24/7 and
provide attractive interactive environments for customers and companies. 

 

The commercial adoption of social media has attracted widespread attention
in such academic disciplines as marketing, information systems, human
resources and organizational behaviour. However, there remains a shortage
of theoretical frameworks on how those platforms can increase brand equity
and enhance business performance in business-to-business markets. While
research has focused on the marketing of consumers’ products rather than
business-to-business marketing and channel relationships, it is clear that
social media also facilitates collaboration between trading partners
through innovative, visual, and timely communicative media including, in
particular mobile channels. 

 

A survey done by Duke University and the Chief Marketing Council 2013 shows
that current social media spending is about 6.6% of the total marketing
budget and it will grow to 9.1% in twelve months and to 15.8% in five years
indicating a 140% increase. Nonetheless, the survey also reveals that only
15% of the companies studied have proven quantitative benefits, with 36%
showing some qualitative impacts, and a significant 49% unsure of any
benefits. Interestingly, the results also conclude that between 2011 and
2013 the effectiveness measurement of using social media for marketing has
not changed. So despite that the importance and wide recognition of using
social media and social networking for marketing as reported by
practitioners in the survey, the companies, themselves, are not effectively
integrating social media with their marketing strategies.

 

Although the social media and social networking trend is promising, it is
not yet clear whether or not these socio-technologies can be applied to
industrial marketing. As mentioned, theoretical frameworks and proven
methodologies using social media to create the content and relationship
building processes that can create effective marketing and networking
efforts are lacking. There is also a need to identify constructs and
formulate models for measuring the return on investment of social medial
adoption in the B2B market place. Little is known how to maximize the
utilization of social media and networking to enhance collaboration between
trading partners for distribution and product development and to increase
brand equity. Better understanding of how and why organizations choose
their practices for utilizing these platforms has significant implications
for industrial marketing. 

 

As such, the objectives of this special issue will reflect the most recent
advances on the marketing theories and the organizational adoption of
social media and social network for industrial marketing and branding and
to explore future research directions. Topics of interest include but are
not limited to:

 

Ø  Advertising of industrial products via social media and social
networking sites

Ø  Theoretical development and extension of relevant networking and
marketing theories applied to business markets

Ø  Social Media and Best Practice in industrial organizations

Ø  Social media case studies in industrial marketing management - the
story of launching, producing, and maintaining market leads and gaining
profits

Ø  Issues related to B2B brand equity and recognition 

Ø  Frameworks for industrial corporate branding

Ø  Customer services and experiences

Ø  Industrial Content Marketing 

Ø  B2B relationships in cyberspace

Ø  Marketing capabilities and relational performance 

Ø  Social marketing in social media

Ø  Marketing personnel and information systems 

Ø  Strategies in industrial marketing

Ø  Collaborative projects with partners via social networking 

Ø  Social media and viral marketing in the industrial market

Ø  Social networking and supply chains

Ø  Social media (big) data and business marketing strategies

 

In this special issue, we especially seek original contributions of
successful real-life applications and empirical research of social media
and social networking and their impacts on marketing theory. Conceptual
papers and other related topics, supported by strong theoretical
background, are also welcome. 

 

Manuscript Preparation and Submission 

Manuscripts should comply with the scope, standards, format and editorial
policy of the Industrial Marketing Management.  Manuscripts should be
submitted as an e-mail attachment with a single MSWord file containing the
complete manuscript (Title, text, figures, tables, appendices, references)
to the guest editors with a copy to plaplaca at journalimm.com. All papers
will be reviewed through a double-blind peer review process.  In
preparation of their manuscripts, authors are asked to follow the Author
Guidelines closely. A guide for authors, sample articles and other relevant
information for submitting papers are available at:
http://www.elsevier.com/locate/indmarman

 

Important Dates

Deadline for manuscript submissions             February 28, 2015

 

Guest Editors


Associate Professor William Yu Chung Wang

Department of Business Information Systems

Faculty of Business and Law,

AUT University, New Zealand

e-mail: william.wang at a <mailto:william.wang at aut.ac.nz> ut.ac.nz

Associate Professor David Pauleen

School of Management,

Massey University

Auckland, New Zealand

e-mail:  <mailto:d.pauleen at massey.ac.nz> d.pauleen at massey.ac.nz

 

          

 

 

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