Name
Title | ||
|---|---|---|
Social media utilization in business-to-business relationships of technology industry firms |
Abstract | ||
|---|---|---|
Even today, it is a fairly common argument in business-to-business companies, especially in traditional industrial companies, that social media is only useful in the business-to-consumer sector. The perceived challenges, opportunities and social media use cases in business-to-business sector have received little attention in the literature. Therefore, this paper focuses on bridging this gap with a survey of social media use cases, opportunities and challenges in industrial business-to-business companies. The study also examines the essential differences between business-to-consumer and business-to-business in these respects. The paper starts by defining social media and Web 2.0, and then characterizes social media in business, and social media in business-to-business. Finally, we present and analyze the results of our empirical survey of 125 business-to-business companies in the Finnish technology industry sector. This paper suggests that there is a significant gap between the perceived potential of social media and social media use with customers and partners in business-to-business companies, and identifies potentially effective ways to reduce the gap. |
Year | DOI | Venue |
|---|---|---|
2014 | 10.1016/j.chb.2013.07.047 | Computers in Human Behavior |
Keywords | Field | DocType |
Social media,Business-to-business,Customer interface,Partner interface,Technology industry,Survey | Social psychology,Use case,Social media,Psychology,Empirical survey,Media management,Business-to-business | Journal |
Volume | ISSN | Citations |
30, | 0747-5632 | 15 |
PageRank | References | Authors |
0.82 | 8 | 3 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Jari J. Jussila | 1 | 16 | 1.17 |
| Hannu Kärkkäinen | 2 | 77 | 14.14 |
| Heli Aramo-Immonen | 3 | 38 | 7.66 |