Developing a guideline for effective dual marketing in B2B and B2C markets through social media strategies

Abstract

This thesis explores how companies can implement an effective dual marketing strategy that addresses B2B and B2C audiences through social media. The topic was chosen because more and more companies are expanding their business models to target more markets, while social media continues to grow in importance as a key marketing channel. Although B2B and B2C marketing have both been widely studied, the combination and in the context of social media has received little attention in academic research until now. This research gap highlights the need for a better understanding of how social media can support dual marketing. To address this gap four research questions were developed focusing on (1) the implementation of dual marketing through social media, (2) most effective platform and content strategies, (3) the main challenges businesses face and (4) ways to optimize or improve existing social media strategies. The thesis follows a qualitative and exploratory research design, based on semi-structured expert interviews with seven Austrian companies operating simultaneously in B2B and B2C markets. The gathered data was analysed through a cross-case comparison to identify common patterns and audience specific strategies. The findings show that while B2B and B2C require different content, tones and platforms, social media can effectively connect both market segments when companies apply a strategic and tailored approach. Successful dual marketing depends on internal coordination, clear audience segmentation and a consistent brand message. Although the study is limited by a small sample size and a focus on Austrian companies the study offers valuable insights for practitioners. A practical guideline was developed to help businesses structure or improve their dual marketing strategies on social media. Future research should build on these findings with larger, more diverse samples or through quantitative validation.

Date of Award	2025
Original language	English
Supervisor	Julian Grad (Supervisor)