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Business-to-Business (B2B) Media in UK: A mixed methods study using product variables to assess the impacts of social media on product strategies

机译：英国的企业对企业（B2B）媒体：使用产品变量评估社交媒体对产品策略的影响的混合方法研究

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Business-to-business (B2B) media, which used to be known as the trade press, has occupied one of the blind spots of media research. Digitisation has helped transforming B2B media from their old profile of trade magazines into a dynamic media sector producing multiple publishing and off-line products with different business models. Previous work on the digitisation of media focused on the mass media and neglected the B2B sector. This study addresses this gap by examining the impacts of social media as part of the forces of digitisation on the B2B media industry in the UK and how the industry has adjusted business strategies in response to the impacts.Literature study describes the uniqueness of B2B media in comparison with the mass media and develops an analytical framework which defines the B2B media via their core value proposition of helping audiences make money. To analyse the different ways B2B media attempt to provide this value proposition, the thesis develops a typology of B2B products using two variables: utility and timeliness. It also identifies and explained the third variable: confidentiality. Social media are found to provide audiences and users with the same utilities as B2B media do: information and connectivity. The analytical framework therefore speculates that social media may impact on different B2B products and companies either as a competition or supplement.The study then collects empirical data to understand how the real impacts of social media and digitisation are on the variables and product strategies of B2B media. Quantitative survey and qualitative interview data from B2B media practitioners reveal the strengths and weaknesses of social media to suggest that social media partially and weakly influence the different types of B2B media products on the timeliness and confidentiality variables but have no effect on the basic utility variable. The research participants consider social media not to be in competition and respond to the impacts of social media positively by using them as connectivity tools. The B2B media practitioners also control and adjust the timeliness and confidentiality variables of their product as part of their product strategy changes, which do not seem to be a direct response to social media, but to the peer competition and the disruptions from greater digitisation forces in the market.The conclusions of the study contradict the expectations of social media as a disruptive force to the B2B media. Instead, the data suggest a realistic allocation of internal resources by the industry to respond to the impacts of social media. As a pioneering study of its kind in the literature of media and media business research, this thesis defines the specific aspects of B2B media products and of the sector in the media landscape. The study contributes a comprehensive analytical framework with which it calls for future research of B2B media using audience, corporate structure, global markets, technology, and other perspectives.
机译：企业对企业（B2B）媒体曾经被称为商业新闻，已经占据了媒体研究的盲点之一。数字化已帮助将B2B媒体从原来的商业杂志转变为充满活力的媒体行业，生产具有不同业务模式的多种出版和离线产品。先前有关媒体数字化的工作集中在大众媒体上，而忽略了B2B领域。这项研究通过研究社交媒体作为数字化对英国B2B媒体行业的影响的一部分以及该行业如何调整业务战略以应对这种影响来解决这一差距。文献研究描述了B2B媒体在英国的独特性。与大众媒体进行比较，并开发一种分析框架，通过其有助于观众赚钱的核心价值主张来定义B2B媒体。为了分析B2B媒体试图提供这种价值主张的不同方式，本文使用两个变量：效用和时效性来开发B2B产品的类型。它还确定并解释了第三个变量：机密性。人们发现社交媒体可以为受众和用户提供与B2B媒体相同的实用程序：信息和连接。因此，分析框架推测社交媒体可能以竞争或补充的方式影响不同的B2B产品和公司，然后该研究收集了经验数据，以了解社交媒体和数字化对B2B媒体的变量和产品策略的实际影响。来自B2B媒体从业人员的定量调查和定性访谈数据揭示了社交媒体的优缺点，表明社交媒体在及时性和保密性变量上部分或弱地影响了不同类型的B2B媒体产品，但对基本效用变量没有影响。研究参与者认为社交媒体不参与竞争，并通过将社交媒体用作连接工具来积极响应社交媒体的影响。 B2B媒体从业者还控制和调整其产品的及时性和机密性变量，作为其产品策略变更的一部分，这似乎并不是对社交媒体的直接反应，而是对同业竞争和更大的数字化力量造成的破坏的回应。该研究的结论与社交媒体作为对B2B媒体的破坏力的期望相矛盾。取而代之的是，数据表明该行业对内部资源进行了实际分配，以应对社交媒体的影响。作为媒体和媒体商业研究文献中的此类开创性研究，本论文定义了B2B媒体产品和媒体领域中该领域的特定方面。这项研究提供了一个全面的分析框架，该框架要求使用受众，公司结构，全球市场，技术和其他观点对B2B媒体进行进一步的研究。

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    Zhang D.;

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  • 年度 2016
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