21st Century applicability of the interaction model: Does pervasiveness of social media in B2B marketing increase business dependency on the interaction model?

Westburn Publishers Ltd
Publication Type:
Journal Article
Journal of Customer Behaviour, 2012, 11 (2), pp. 117 - 128
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The IMP interaction model (Håkansson, 1982, p. 24) has survived academic and managerial scrutiny for three decades. Simultaneously, a techno-economic revolution has emerged reshaping B2B communication and interaction through digitising the global economy. In the 21st century, mobile devices directly connect with social interactions of people and businesses through the exemplary social media of Facebook, Twitter, Google Plus, LinkedIn and YouTube. The pervasiveness of social media technologies and applications enables not just the generation of online conversations but enhances B2B collaboration activities atop the B2B and intra business conversations. On this basis, consideration of social media within the context of the IMP interaction model (ibid.) is essential when undertaking any worthwhile contemporary study of B2B marketing.
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