Publications
2025
Influencer Marketing Effectiveness in the Business-to-Business Market: Abstract
Cartwright, S., Guenther, M., Guenther, P., Liu, H., & Haenlein, M. (2025). Influencer Marketing Effectiveness in the Business-to-Business Market: Abstract. In Academy of Marketing Science 2025. Montreal, Canada.
Unlocking resilience and performance: the dynamic impact of collaborative social media integration in operations, marketing and sales
Cartwright, S., Um, J., & Davies, I. (2025). Unlocking resilience and performance: the dynamic impact of collaborative social media integration in operations, marketing and sales. Supply Chain Management: An International Journal, 30(1), 86-105. doi:10.1108/scm-05-2024-0310
2023
Paradoxical Tensions: The Pervasiveness of Social Media?
Cartwright, S., Hughes, E., Davies, I., & Harris, L. (2023). Paradoxical Tensions: The Pervasiveness of Social Media?. In cademy of Marketing Science 2023. Neew Orleans, USA.
Improving PLS-SEM use for business marketing research
Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. INDUSTRIAL MARKETING MANAGEMENT, 111, 127-142. doi:10.1016/j.indmarman.2023.03.010
2022
Influencer marketing within business-to-business organisations
Cartwright, S., Liu, H., & Davies, I. A. (2022). Influencer marketing within business-to-business organisations. Industrial Marketing Management, 106, 338-350. doi:10.1016/j.indmarman.2022.09.007
The development of B2B social networking capabilities
Cartwright, S., & Davies, I. A. (2022). The development of B2B social networking capabilities. Industrial Marketing Management, 106, 139-151. doi:10.1016/j.indmarman.2022.08.004
2021
Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective
Liu, H., Jayawardhena, C., Osburg, V. -S., Yoganathan, V., & Cartwright, S. (2021). Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective. Journal of Business Research, 132, 208-220. doi:10.1016/j.jbusres.2021.04.030
Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review
Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35-58. doi:10.1016/j.indmarman.2021.06.005
Managing relationships on social media in business-to-business organisations
Cartwright, S., Davies, I., & Archer-Brown, C. (2021). Managing relationships on social media in business-to-business organisations. Journal of Business Research, 125, 120-134. doi:10.1016/j.jbusres.2020.11.028
2019
A comparison of social media marketing between B2B, B2C and mixed business models
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169-179. doi:10.1016/j.indmarman.2018.01.001
Managing Relationships On Social Media In Business-To-Business Firms: The Case Of Service Providers And Product Providers
Iankova, S. I., Iain, D., & Archer-Brown, C. (2019, July 2). Managing Relationships On Social Media In Business-To-Business Firms: The Case Of Service Providers And Product Providers. In Academy of Marketing. Regents University London.
2018
Dynamic Capabilities and Social Media: Enhancing Competitive Advantage in Business-to-Business Firms
Iankova, S., Davies, I., & Archer-Brown, C. (2018, July 3). Dynamic Capabilities and Social Media: Enhancing Competitive Advantage in Business-to-Business Firms. In Academy of Marketing. University of Stirling.
Social Media in Business-to-Business Marketing: A Mixed Methods Approach
Iankova, S. I. (2018, July 2). Social Media in Business-to-Business Marketing: A Mixed Methods Approach. In Academy of Marketing Doctoral Colloquium. University of Stirling.
2017
A Comparison of Social Media Usage Between Types of Business
Iankova, S. I. (2017, July 4). A Comparison of Social Media Usage Between Types of Business. In Academy of Marketing. Hull University.
Developmental Phases in Social Media Employer Branding Strategy
Iankova, S. I. (2017, July 4). Developmental Phases in Social Media Employer Branding Strategy. In Academy of Marketing. Hull University.
2016
Social Media in Business-to-Business Corporate and Employer Branding
Iankova, S. I. (2016, July 4). Social Media in Business-to-Business Corporate and Employer Branding. In Academy of Marketing Doctoral Colloquium. Newcastle University.