Dr Severina Cartwright
Lecturer in Marketing
University of Liverpool Management School
Chatham Street, Liverpool L69 7ZH, United Kingdom
I am a Lecturer in Marketing at University of Liverpool, Management School (ULMS). I completed my PhD at the University of Bath. I also hold a MSc in Marketing and a BSc in Business Administration with focus on International Business. Prior to joining ULMS I taught various undergraduate and postgraduate modules at Coventry University as a Lecturer in Digital Marketing. I was awarded best paper 2018 in Industrial Marketing Management and best paper in Academy of Marketing Doctoral Colloquium in 2018. In 2018 I also won the Worshipful Company of Marketors award for my PhD. Further to my academic education and qualifications, I worked as a social media marketing consultant, European marketing channel executive, research project manager as well as other positions within industry. My research focuses on business-to-business marketing, relationship marketing, social media marketing and digital marketing.
A comparison of social media marketing between B2B, B2C and mixed business models
This paper explores the implicit assumption in the growing body of literature that social media usage is fun- damentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi's (2012) customer engagement cycle is utilized to compare organizational practices in relation to social media marketing in B2B, B2C, Mixed B2B/B2C and B2B2C business models. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media usage and its per- ceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models.