Social media strategy and decision-maker reach in B2B markets: A case study of Rational Italia.

This qualitative, theory-building research addresses a gap in academic literature by investigating whether social media is an effective marketing tool for B2B organizations to reach key decision-makers. Based on a single case study of the technological and market leader Rational Italia, the research employs a rigorous methodology: qualitative in-depth interviews followed by the mapping of first-order concepts into second-order themes and aggregate dimensions. By evaluating empirical findings against existing literature, the study delivers a framework that answers the research questions, expands B2B social media marketing theory, and offers concrete, actionable insights for organizations looking to optimize their social media communication strategy.