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This paper explores the role of social media data in enhancing business-to-business (B2B) omni-channel marketing (OCM) efforts in small businesses. B2B marketing strategy is explored through the lens of each business’s marketing manager’s insights. A novel social media data visualisation tool for B2B marketing campaign development is presented, adding contextualisation to OCM activities.

This exploratory study uses the qualitative interview method to consider the research question: what role does social media data play in enhancing B2B marketing efforts across the omni-channel in small businesses? The paper presents the findings of 25 in-depth interviews with small business marketing managers from a range of B2B industries, guided by a literature-informed interview template. Insights are developed using an open coding approach via traditional pen and paper methods, underpinned by thematic analysis.

Small business marketing managers recognise the importance of social media data in enhancing B2B OCM efforts in their organisations. They acknowledge online marketing channels as paths to enhanced brand awareness and relationship building and recognise social media’s growing influence on B2B customers’ decision-making processes. There is a dichotomy between the professed importance of social media data and its use among some small business marketing managers in their B2B OCM efforts. Others are capturing these data and integrating it with other data resources, thereby embedding social media data as a strategic resource within their business. Findings indicate that it is only in these small businesses that OCM strategy is evolving to meet B2B customer expectations of an integrated OCM experience, informed by social media data, across all channels and touchpoints.

This work is of particular interest to marketing managers within small businesses seeking to improve their B2B marketing efforts across the omni-channel. It is of value to all B2B enterprises, given the rate of advancement of the B2B social media marketing landscape.

Recognised as an emerging area, research relating to B2B OCM is limited. This paper provides empirical data on OCM efforts in small businesses from a B2B perspective and considers the role of social media data in enhancing marketing efforts across the omni-channel. Underpinned by social network theory and based on insights gleaned from fieldwork, a social media data visualisation tool is presented, the first of its kind in this sphere.

Studies examining public insecurity and tourism tend to develop their research from the tourist's perspective, thereby focusing on its consequences, which insufficiently and poorly contribute to the development process. With that in mind, the purpose of this study is to discuss the root causes of public insecurity and the urban development process surrounding tourism dynamics in Brazil's northeast region.

The complexity method was used to collect both documentary and normative data to understand the reality beyond the data on accommodations and vertical real estate developments over time. These data were organized in ArcGIS (version 10.5) and are discussed within the context of urban development, public insecurity and tourism theories.

The results of this study demonstrate that the relationship between tourism and public insecurity is rooted in discussions surrounding the urban development process, remodeled by the physical and symbolic dimensions surrounding the production of space. Nevertheless, the symbolism of tourism is not a constant when it comes to socio-spatial changes but rather acts as a physical and secondary dynamic throughout the entire reconfiguration process.

The findings of this study indicate that this study can be used for the elaboration of security policies in tourist destinations in Latin America that present high levels of violence, considering the discourses at implementing urban legislation.