The challenges to leverage user generated contents in b2b marketing

Ajit Ashok Aras, Xin Xu

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Abstract

This study explores the emerging phenomenon of User Generated Content (UGC) in Business to Business (B2B) digital marketing. It offers deep insights into the challenges in UGC generation in B2B context which can help develop frameworks, to leverage UGC for marketing outcomes. Exploratory field research approach was adopted to examine the state of UGC and other similar practises in the B2B industry. Semi-structured interviews were conducted with key B2B practitioners in Asia. Interview data was analyzed through thematic analysis to understand the challenges and possibilities for UGC in B2B, through the words and meanings attached to them by B2B practitioners. Iterations between data analysis and reference to relevant literature, was done to guide theory development and subsequent data collection. Based on this understanding a UGC Leverage Framework was developed, which is grounded in practice and relevant theories. This study has established a basic theoretical framework about the challenges for UGC generation in B2B industry. As this is the first research study to explore UGC in B2B contexts, it’s findings fill a gap in current literature and offer suggestions for further research. The outcome of this study gives B2B marketing practitioners and researchers, a sound understanding of the challenges involved. Thus helping them find ways to leverage UGC to effectively approach potential customers, at a time when traditional ways are losing effectiveness over the technology empowered B2B buyers.

Original languageEnglish
Title of host publicationHCI in Business, Government and Organizations - 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
EditorsFiona Fui-Hoon Nah, Keng Siau
PublisherSpringer
Pages279-297
Number of pages19
ISBN (Print)9783030503406
DOIs
Publication statusPublished - 2020
Event7th International Conference on HCI in Business, Government, and Organizations, HCIBGO 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020 - Copenhagen, Denmark
Duration: 19 Jul 202024 Jul 2020

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume12204 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference7th International Conference on HCI in Business, Government, and Organizations, HCIBGO 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
Country/TerritoryDenmark
CityCopenhagen
Period19/07/2024/07/20

Keywords

  • B2B marketing
  • User Generated Contents

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

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