Social media resource mobilisation in B2B relationships of entrepreneurial firms

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dc.contributor.advisor Mcgrath, Helen en
dc.contributor.advisor Mccarthy, Mary en
dc.contributor.author Drummond, Conor
dc.date.accessioned 2021-01-15T10:30:33Z
dc.date.available 2021-01-15T10:30:33Z
dc.date.issued 2020
dc.date.submitted 2020
dc.identifier.citation Drummond, C. M. 2020. Social media resource mobilisation in B2B relationships of entrepreneurial firms. PhD Thesis, University College Cork. en
dc.identifier.endpage 383 en
dc.identifier.uri http://hdl.handle.net/10468/10920
dc.description.abstract Digitalisation has increased the importance of online forms of marketing. In the past decade, social media (SM) has had a notable influence on practices in a Business-to-Consumer (B2C) marketing context. Business-to-Business (B2B) marketing has begun to slowly follow suit. SM’s low cost, resource commitment and simplicity in use compared with traditional marketing communications, has distinctive appeal for business relationship development. Entrepreneurial firms are particularly poised to gain from these new technologies. These organisations lack critical resources from the outset and find resource access more challenging when compared to larger firms. These difficulties can be partially overcome through B2B relationships as entrepreneurial firms mobilise resources through network ties. Moving beyond the traditional perspective of SM platforms as just another set of communication tools, SM may be an attractive resource for entrepreneurial firms in their interaction in their B2B relationships and networks. SM when conceived as a resource in interaction can be combined with other resources and with those of the partner firms to solve problems. This may help the entrepreneurial firm to overcome some of the challenges associated with being small and new. Although an emergent area of study with empirical research and relevant literature remaining scarce, we currently know little about SM from an entrepreneurial B2B context. Exploring how entrepreneurial firms mobilise SM as a resource in interaction is the focus for this research study. The aim of this thesis is to conceptualise SM as a resource for entrepreneurial firms and B2B partners, mobilised in interaction between the firm and its B2B relationships. This is explored using an Industrial Marketing and Purchasing (IMP) group perspective. The objectives for this study are focused on understanding: 1) If entrepreneurial firms use SM strategically and if so, what SM B2B network marketing strategies and tactics are used by entrepreneurial firms? 2) Through which processes are SM mobilised as a resource? That is, what are the processes of Social Media Resource Mobilisation (SMRM)? 3) How one of these processes, collaborative SMRM, is developed in interaction? The findings from this study indicate firstly, that entrepreneurial firms engage in four SMRM strategies and 15 SMRM tactics to complement their development of SM B2B relationships and networks. Secondly, four processes of SMRM are identified. These are; Dyadic and Network Actor Engagement, Information Search and Share, Operational Processes Co-ordination and Reconfiguration, and Collaboration. Finally, this research details how the collaborative SMRM process - mobilising SM as a resource in interaction in a collaborative setting - occurs in interaction between the entrepreneurial firm and collaborating SM B2B network actors. These findings contribute to the field of SM B2B marketing and entrepreneurship theory, including a classification of strategic SM B2B network marketing, and a collaborative SMRM process model. Ethnographic Content Analysis (ECA) is also applied to an IMP based SM B2B study for the first time, making a methodological contribution to the area. en
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher University College Cork en
dc.rights © 2020, Conor M. Drummond. en
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/ en
dc.subject Networks en
dc.subject Entrepreneurial Firms en
dc.subject Industrial Marketing en
dc.subject Social media en
dc.subject Resource mobilisation en
dc.subject B2B relationships en
dc.subject Entrepreneurial firms en
dc.title Social media resource mobilisation in B2B relationships of entrepreneurial firms en
dc.type Doctoral thesis en
dc.type.qualificationlevel Doctoral en
dc.type.qualificationname PhD - Doctor of Philosophy en
dc.internal.availability Full text not available en
dc.description.version Accepted Version en
dc.contributor.funder Irish Research Council for the Humanities and Social Sciences en
dc.description.status Not peer reviewed en
dc.internal.school Management and Marketing en
dc.internal.conferring Spring 2021 en
dc.relation.project Irish Research Council for the Humanities and Social Sciences (GOIPG/2017/1551) en
dc.contributor.advisorexternal O'Toole, Thomas en
dc.availability.bitstream embargoed
dc.check.date 2030-11-25


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© 2020, Conor M. Drummond. Except where otherwise noted, this item's license is described as © 2020, Conor M. Drummond.
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