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Making of a social buyer: the role of knowledge capital authenticity and inter-firm communication in B2B sales situations
This study explores the mediating role of knowledge capital repository and inter-firm communication on the relationship between social media adoption by business-to-business (B2B) seller firms and ...
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The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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