B2B & B2C social media communication before and amid the coronavirus pandemic in tech industry
| dc.contributor.advisor | Di Bella, Jessica | |
| dc.contributor.advisor | Poljsak-Rosinski, Petra | |
| dc.contributor.author | Yangin, Sultan | |
| dc.contributor.department | bachelor thesis in Business Administration | |
| dc.date.accessioned | 2021-01-11 | |
| dc.date.accessioned | 2025-11-28T13:26:28Z | |
| dc.date.available | 2025-11-28T13:26:28Z | |
| dc.date.issued | 2020 | |
| dc.description.abstract | "The recent health crisis affected people, businesses and their social media marketing practices. Social Media Marketing is becoming more critical every day for all businesses, especially in the face of Coronavirus, and the tech companies are no exception. In the age of the COVID-19, organizations need to adapt their social media marketing strategies. Despite the importance of the technology companies today, there is very little information in the literature regarding principal differences of social media marketing practices in the tech industry. This paper focuses on exploring both the principal differences between B2B and B2C social media marketing (SMM) communication and the effects of the global COVID-19 health crisis on B2B and B2C tech companies' social media communication. The study briefly introduces the events that led to the birth and the rise of social media to construct a solid background for the reader. The paper continues with a comprehensive literature review on social media marketing basics and then presents the explored four main principle differences between B2B and B2C tech companies' social media marketing. The significance of this paper is that using a case study of Google, Microsoft & Facebook and conducting a template analysis on their social media handles the study analyzes and shows how COVID-19 affected tech companies' social media marketing practices in both B2C and B2B contexts. Keywords: social media, social media marketing, differences between B2B and B2C marketing in the tech industry, Coronavirus impact." | en |
| dc.description.degree | BA | |
| dc.description.tableofcontents | i. Abstract ............................................................................................................. i 1. Introduction .........................................................................................................1 1.1. General Introduction and Main Problem Statement........................................1 1.2. Need and Justification for the Study.............................................................2 1.3. Research Aim and Objectives.......................................................................2 1.3.1. Research Questions ................................................................................3 2.Background...........................................................................................................4 2.1. Digitalization and Emergence of Digital and Social Media Marketing ..........4 2.2. The Case Companies Overview....................................................................6 2.2.1. Alphabet Inc ...........................................................................................6 2.2.2. Microsoft ................................................................................................6 2.2.3. Facebook ................................................................................................7 3. Literature Review................................................................................................7 3.1. Introduction...................................................................................................7 3.2. Social Media Marketing: Understanding the Basics.....................................7 3.2.1. Definition of Social Media.....................................................................7 3.2.2. Definition of Social Media Marketing ...................................................9 3.2.3. Social Media Marketing Channels .........................................................9 3.3. Definition of the Tech industry...................................................................11 3.4. Principle differences between B2B and B2C Social Media Marketing Communication in the Tech Industry ................................................................11 3.4.1 Target Audience ....................................................................................13 3.4.2 Channel Usage ......................................................................................13 3.4.3. Communication Message and Language Use .........................................14 3.4.4. Goals and Metrics ...................................................................................16 3.5. Coronavirus Pandemic and Its Effects on Social Media Marketing Communication..................................................................................................19 3.6. Conceptual Framework...............................................................................26 4. Research Approach............................................................................................27 4.1. Research Strategy .......................................................................................27 4.1.1. Ontology...............................................................................................28 4.1.2. Epistemology........................................................................................28 4.2. Secondary Data Collection Approach.........................................................29 4.2.1. Pros and Cons.......................................................................................30 5. Data Analysis.....................................................................................................30 5.1. Dataset Characteristics................................................................................30 5.2. Data Analysis Technique ............................................................................31 5.2.1. Application and Results .......................................................................31 5.2.2. Limitations ...........................................................................................35 6. Discussion and Conclusion ............................................................................35 6.1. Discussion of Results and Revisiting Research Objectives and Questions 35 6.1.1. Before and After Corona Social Media Communication of Google, Microsoft and Facebook ...................................................................................36 6.1.2. Conclusions and Practical Implications ...............................................39 6.1.3. Limitation and Future Suggestions ......................................................40 iii. References ........................................................................................................41 iv. Appendices ......................................................................................................69 Appendix A. Socialbakers Shift in Sales Methods ............................................69 Appendix B. Socialbakers Most Common Coronavirus Hashtags ....................70 Appendix C. Socialbakers Evoluation of Total Interactions for Coronavirus Content on Facebook and Instagram....................................................................71 Appendix D. Socialbakers Evolution of Total Posts for Coronavirus Content on Facebook and Instagram 2 .................................................................................72 Appendix E. Template Analysis for B2B ..........................................................73 Appendix F. Template Analysis for B2B Relationship Between Themes ........74 Appendix G. Template Analysis for B2C..........................................................75 Appendix H. Template Analysis for B2C Relationship Between Themes........76 Appendix I. Google Social Media Posts Coding Excerpt..................................77 Appendix J. Microsoft Social Media Content Coding Excerpts........................85 Appendix K. - Facebook Social Media Content Coding Excerpts ....................89 Appendix L. Theme Development Excerpt .......................................................94 | en |
| dc.identifier.uri | https://repository.berlin-international.de/handle/123456789/587 | |
| dc.language.iso | eng | |
| dc.subject | Specific sectors, industries | |
| dc.subject | B2B and B2C marketing | |
| dc.subject | Social media marketing | |
| dc.subject | Science, technology | |
| dc.subject | COVID-19 bibliography | |
| dc.subject | Health crises and marketing | |
| dc.subject | Tech industry | |
| dc.title | B2B & B2C social media communication before and amid the coronavirus pandemic in tech industry | |
| dc.type | Thesis |
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