Factors influencing the effectiveness of content marketing on the LinkedIn social network in the B2B segment

The main goal of this thesis is the identification of content marketing factors that positively influence B2B business activities on the LinkedIn social network. On the basis of a search of professional literature, two research assumptions were established. The first research hypothesis identified four factors of content marketing as factors positively affecting the sales potential of text posts on LinkedIn. These are the following factors: practical usability, relevance, persuasiveness, topicality. The second research assumption states that sales potential benefits if the marketer sets a goal of working on LinkedIn more comprehensively than "just" selling. The research was carried out using a qualitative method. First, interviews were conducted with ten business people who have experience in business activities on LinkedIn. Subsequently, with the help of content analysis, goals and factors that help traders achieve real deals were identified. Factors that were most frequently mentioned by traders with the highest SSI scores were identified as factors with the strongest trading potential. The identified factors largely coincided with the first research assumption, the validity of which was confirmed by this research. The research also concluded that business potential benefits from a narrow, sales-focused goal rather than a comprehensive one. The second research assumption was therefore not confirmed.