The impact of nudging on social media and email content to influence the buying decision process: An exploratory study of B2B

Ochoa Aparicio, Rocio de los Angeles (2022) The impact of nudging on social media and email content to influence the buying decision process: An exploratory study of B2B. Masters thesis, Dublin, National College of Ireland.

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Abstract

Traditionally, it has been proven that B2B or B2C consumer behaviour is influenced by social and psychological factors that change their perception of brand communication. However, some studies have demonstrated that the B2B buying decision process can be a bit challenging because it involves several stakeholders with different backgrounds, criteria and department goals that can affect the result of a purchase.

Lately, big B2B companies have studied how to create impactful strategies for their communication, and the results show that they should be creative in using engaging formats to catch customers' attention. It is believed that the application of nudging in brand communication can influence decision-making processes in B2B. This is because a marketing stimulus can influence a consumer's perception of a product or service to make a favourable decision for that brand.

This paper aims to validate if nudging in brand communication through emails and social media can influence B2B decision-making. The buying decision process of Kotler will be used to evaluate the stages of awareness and consideration by applying two different nudges in every stage. Eight people were interviewed using in-depth semi-structured interviews that helped to understand B2B buying perceptions towards nudges. The findings demonstrated a correlation between B2C customers and business people. Social cues nudges and salience nudges can influence both customers. Additionally, a study of what type of posts format and social channels are more influential for them when searching for information about a brand was considered to tackle present B2B marketer challenges.

The findings of this research contribute to B2B marketing practitioners by offering guidance on how to create brand communications that can influence B2B consumers' decisions and what type of posts are more engaging to consumers when receiving communication through social media and email marketing.

Item Type:	Thesis (Masters)
Supervisors:	Name Email McElherron, Lynda UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Branding Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > Electronic Mail T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > Electronic Mail H Social Sciences > HF Commerce > Marketing > e Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Tamara Malone
Date Deposited:	13 Apr 2023 15:23
Last Modified:	13 Apr 2023 15:23
URI:	https://norma.ncirl.ie/id/eprint/6448

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