Social media contains a massive amount of information, which provides researchers and practitioners with an invaluable source of data to conduct research from end-users' perspectives, in order to influence firm strategic choices. Although an extensive amount of research has been developed in B2C and B2B marketing context, few social media studies take a dive into potential linkages between external and internal marketing contexts in an industry specific paradigm. This study aims to bridge B2C and B2B social media marketing, by adopting the outside-in perspective as theoretical lens. Using a large-scale dataset, collected from a micro-blogging site, and consumer-oriented information assembled from multiple sources, we empirically examine the inter-relationship between firm-generated messages, consumer digital engagement, and firm sales performance in the movie industry. Theoretically, this study builds upon the outside-in perspective and extends the current knowledge of the outside-in perspective to the social media context. It also bridges the B2C and B2B marketing literature by demonstrating that the insight garnered from B2C social media interactions should be integrated into the B2B firm interactions, communications, and decision makings. Managerially, this study provides movie practitioners with important implications.

社交媒体包含大量信息，为研究人员和从业人员提供了宝贵的数据来源，可以从最终用户的角度进行研究，从而影响公司的战略选择。尽管在 B2C 和 B2B 营销环境中进行了大量研究，但很少有社交媒体研究深入研究特定行业范式中外部和内部营销环境之间的潜在联系。本研究旨在通过采用由外而内的视角作为理论视角，在 B2C 和 B2B 社交媒体营销之间架起桥梁。使用从微博网站收集的大规模数据集，以及从多个来源收集的面向消费者的信息，我们实证检验了公司生成的消息、消费者数字参与、以及电影行业的稳固销售业绩。从理论上讲，本研究建立在由外而内的视角之上，并将当前对由外而内视角的知识扩展到社交媒体环境。它还通过证明从 B2C 社交媒体互动中获得的洞察力应整合到 B2B 公司互动、沟通和决策中来架起 B2C 和 B2B 营销文献的桥梁。在管理上，这项研究为电影从业者提供了重要的启示。它还通过证明从 B2C 社交媒体互动中获得的洞察力应整合到 B2B 公司互动、沟通和决策中来架起 B2C 和 B2B 营销文献的桥梁。在管理上，这项研究为电影从业者提供了重要的启示。它还通过证明从 B2C 社交媒体互动中获得的洞察力应整合到 B2B 公司互动、沟通和决策中来架起 B2C 和 B2B 营销文献的桥梁。在管理上，这项研究为电影从业者提供了重要的启示。