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Managing The Content Of Linkedin Posts: Influence On B2b Customer Engagement And Sales?, Roberto Mora Cortez, Wesley J. Johnston, Ayan Ghosh Dastidar
Managing The Content Of Linkedin Posts: Influence On B2b Customer Engagement And Sales?, Roberto Mora Cortez, Wesley J. Johnston, Ayan Ghosh Dastidar
School of Management
This study investigates whether LinkedIn content in a business-to-business (B2B) service setting affects how firms generate engagement and sales revenue. Drawing on social media marketing theoretical underpinnings, we explain how a new post typology (sales, technical, and social) and customer engagement (likes, clicks, shares, and comments) are relevant to increase firm performance. We specify a VAR model with exogenous variables (VARX) using 106 weeks of data from a new, steadily growing B2B firm. We focus on the cumulative effects (i.e., short- and long-term effects) of the types of posts, website visits, new followers, and a composite of engagement behaviors over …