Document Type



This study investigates whether LinkedIn content in a business-to-business (B2B) service setting affects how firms generate engagement and sales revenue. Drawing on social media marketing theoretical underpinnings, we explain how a new post typology (sales, technical, and social) and customer engagement (likes, clicks, shares, and comments) are relevant to increase firm performance. We specify a VAR model with exogenous variables (VARX) using 106 weeks of data from a new, steadily growing B2B firm. We focus on the cumulative effects (i.e., short- and long-term effects) of the types of posts, website visits, new followers, and a composite of engagement behaviors over time and compute elasticities with impulse response functions (IRFs). Our findings indicate that followers and website visits positively affect the amount of sales revenue, and sales posts and website visits drive the number of followers. In addition, we find that social posts, new followers, and sales revenue positively influence engagement. These findings demonstrate the utility of LinkedIn at the firm level, preventing top management from perceiving social media as an ornamental accessory, and provide guidance for B2B marketers about what content to post on LinkedIn.

Publication Title

Journal of Business Research

Publication Date









emerging economies, engagement, LinkedIn, longitudinal analysis, social media, vector autoregression

Included in

Business Commons



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.