... evidence of the benefits of social media thought leadership on customer relationships in B2B settings. Social media Brand Business-to-business Content marketing Customer relationships Thought leadership Establishing thought leadership by disseminating digital content through social media...

... brand equity for B2B companies beyond name recognition, product quality and catchy slogans. Additionally, the authors closely analyze social media content marketing by B2Bs as a channel through which to exercise EI with the goal of enhancing brand image and growing brand equity. Design/methodology...