Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?

Roberto Mora Cortez*, Wesley J. Johnston, Ayan Ghosh Dastidar

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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Abstract

This study investigates whether LinkedIn content in a business-to-business (B2B) service setting affects how firms generate engagement and sales revenue. Drawing on social media marketing theoretical underpinnings, we explain how a new post typology (sales, technical, and social) and customer engagement (likes, clicks, shares, and comments) are relevant to increase firm performance. We specify a VAR model with exogenous variables (VARX) using 106 weeks of data from a new, steadily growing B2B firm. We focus on the cumulative effects (i.e., short- and long-term effects) of the types of posts, website visits, new followers, and a composite of engagement behaviors over time and compute elasticities with impulse response functions (IRFs). Our findings indicate that followers and website visits positively affect the amount of sales revenue, and sales posts and website visits drive the number of followers. In addition, we find that social posts, new followers, and sales revenue positively influence engagement. These findings demonstrate the utility of LinkedIn at the firm level, preventing top management from perceiving social media as an ornamental accessory, and provide guidance for B2B marketers about what content to post on LinkedIn.

Original languageEnglish
Article number113388
JournalJournal of Business Research
Volume155
Issue numberPart A
Number of pages13
ISSN0148-2963
DOIs
Publication statusPublished - Jan 2023

Bibliographical note

Publisher Copyright:
© 2022 The Author(s)

Keywords

  • Emerging economies
  • Engagement
  • LinkedIn
  • Longitudinal analysis
  • Social media
  • Vector autoregression

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