Social media marketing in the Scandinavian industrial markets

Jari Salo*, Tuula Lehtimäki, Henri Simula, Matti Mäntymäki

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review


Limited attention is paid in the academic literature to how business markets and marketers have harnessed social media. The purpose of this study is to depict how companies in business markets have been using social media and what kinds of future strategic actions they have planned for it. The research is based on a literature review, six case studies and eight interviews with industry experts. The research shows that managers are hesitant to adopt and use social media mainly due to the challenges of creating compelling content and because open interaction within social media is perceived as a threat, although companies have run trial campaigns with limited success. For academics, this study illustrates areas for further research and theory development.

Original languageEnglish
Title of host publicationMarketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
Number of pages17
ISBN (Electronic)9781466673588
Publication statusPublished - 1 Dec 2014
MoE publication typeA3 Part of a book or another research book


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