How B2B Firms Utilize ESG Content to Engage Social Media Users

This study investigates the effectiveness of B2B social media marketing, with a specific focus on the influence of ESG content on social media engagement. Using a deep learning model, we analyzed 23,791 posts shared by 130 B2B companies on their official social media platforms (i.e., WeChat Accounts) between January 1, 2022 and March 2, 2023. Our findings reveal that companies emphasizing environmental and social domains of ESG in their posts experience higher levels of social media engagement. However, a focus on governance-related content appears to reduce engagement. Additionally, we identified the moderating roles of competition intensity and firm size, both of which positively moderate the relationship between ESG content and social media engagement. This study makes a valuable contribution to the existing literature by offering a fresh perspective on B2B social media marketing, specifically highlighting the role of ESG content in affecting social media engagement. Furthermore, by leveraging a deep learning model, we gain a more precise understanding about the differential impacts of E-, S-, and G-related content, thereby enriching the growing body of literature that explores the intersection of ESG and marketing practices. This understanding empowers businesses to develop targeted social media marketing strategies, fostering better interaction and engagement with stakeholders.