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Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward

Tiwary, N.K.
; 
Kumar, R.K.
; 
Sarraf, S.
; 
Kumar, P.
; 
Rana, Nripendra P.
Publication Date
2021-07
End of Embargo
Supervisor
Keywords
Business to Business, B2B branding, Brand management, Industrial marketing, Innovation, Content marketing, Social media, Sales management
Rights
© 2021 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license (https://creativecommons.org/licenses/by-nc-nd/4.0/)
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
16/03/2021
Institution
Department
Awarded
Embargo end date
Collections
Management and Law Publications
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Abstract
Although various critical elements, such as media publicity, word of mouth, legislation, and environmental factors, are not under the control of a company, they play a significant role in influencing its brand image. Uncertainty over how different social networking sites can support brands is one of the crucial reasons for the delayed acceptance of social media (SM) in business-to-business (B2B) transactions. SM possesses immense potential in relation to gathering customer data and assisting B2B marketers. Therefore, this study reviewed SM usage in the B2B context, based on 294 selected articles. The methodology included bibliometric analysis to identify the impact of SM usage in the B2B domain and content analysis to perform a thematic assessment. Our analysis found that many B2B firms cannot leverage SM’s potential to its fullest compared to business-to-customer (B2C) firms. However, SM can help B2B marketers build their brand presence and trust globally, ultimately helping them find potential customers and build relationships with global supply chain providers.
URI
http://hdl.handle.net/10454/18406
Version
Accepted manuscript
Citation
Tiwary NK, Kumar RK, Sarraf S et al (2021) Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward. Journal of Business Research. 131: 121-139.
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Link to published version
Link to Version of Record
https://doi.org/10.1016/j.jbusres.2021.03.028
Type
Article
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Notes