Food and agricultural businesses seem to have a classic love-hate relationship with social media. On the one hand, it can be an incredibly powerful tool to engage with customers on a personal basis. On the other hand, it can spread bad news, misperceptions, and negative sentiments that trend within minutes.
This research begins with the idea that the benefit a buyer receives from a service is a multi-faceted concept made up of functional, emotional and social benefits. The results show that all three are important to a business buyer’s overall satisfaction.
Authors of this article studied whether creativity in marketing and advertising affects business buyer attitudes and buying intentions. Their conclusion: Creativity matters.