Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Subject "Organizational buyer behavior (OBB)"

Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Subject "Organizational buyer behavior (OBB)"

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  • Social media influence on the B2B buying process 
    Diba, Hoda; Vella, Joseph M.; Abratt, Russell (Emerald, 2019-08)
    PURPOSE : This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. DESIGN/METHODOLOGY/APPROACH : The study uses an exploratory approach into the ...