Role of big data and social media analytics for business to business sustainability: A participatory web context

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2020-04Keyword
Participatory webMarketing and operations
Big data
Social media analytics
Business sustainability
Business-to-Business
B2B
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© 2020 The Authors. This is an Open Access article distributed under the Creative Commons CC-BY-NC-ND license (http://creativecommons.org/licenses/BY-NC-ND/4.0/)Peer-Reviewed
YesOpen Access status
openAccessAccepted for publication
08/04/2019
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Show full item recordAbstract
The digital transformation is an accumulation of various digital advancements, such as the transformation of the web phenomenon. The participatory web that allows for active user engagement and gather intelligence has been widely recognised as a value add tool by organisations of all shapes and sizes to improve business productivity and efficiency. However, its ability to facilitate sustainable business-to-business (B2B) activities has lacked focus in the business and management literature to date. This qualitative research is exploratory in nature and fills this gap through findings arising from interviews of managers and by developing taxonomies that highlight the capability of participatory web over passive web to enable different firms to engage in business operations. For this purpose, two important interrelated functions of business i.e. operations and marketing have been mapped against three dimensions of sustainability. Consequently, this research demonstrates the ability of big data and social media analytics within a participatory web environment to enable B2B organisations to become profitable and remain sustainable through strategic operations and marketing related business activities. The research findings will be useful for both academics and managers who are interested in understanding and further developing the business use of participatory web tools to achieve business sustainability. Hence, this may be considered as a distinct way of attaining sustainability.Version
Accepted manuscriptCitation
Sivarajah U, Irani Z, Gupta S et al (2020) Role of big data and social media analytics for business to business sustainability: A participatory web context. Industrial Marketing Management. 86: 163-179.Link to Version of Record
https://doi.org/10.1016/j.indmarman.2019.04.005Type
Articleae974a485f413a2113503eed53cd6c53
https://doi.org/10.1016/j.indmarman.2019.04.005