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dc.contributor.authorTiwary, N.K.
dc.contributor.authorKumar, R.K.
dc.contributor.authorSarraf, S.
dc.contributor.authorKumar, P.
dc.contributor.authorRana, Nripendra P.
dc.date.accessioned2021-03-16T21:56:27Z
dc.date.accessioned2021-03-23T10:04:17Z
dc.date.available2021-03-16T21:56:27Z
dc.date.available2021-03-23T10:04:17Z
dc.date.issued2021-07
dc.identifier.citationTiwary 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.en_US
dc.identifier.urihttp://hdl.handle.net/10454/18406
dc.descriptionYesen_US
dc.description.abstractAlthough 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.en_US
dc.language.isoenen_US
dc.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/)en_US
dc.subjectBusiness to Businessen_US
dc.subjectB2B brandingen_US
dc.subjectBrand managementen_US
dc.subjectIndustrial marketingen_US
dc.subjectInnovationen_US
dc.subjectContent marketingen_US
dc.subjectSocial mediaen_US
dc.subjectSales managementen_US
dc.titleImpact assessment of social media usage in B2B marketing: A review of the literature and a way forwarden_US
dc.status.refereedYesen_US
dc.date.Accepted2021-03-16
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
dc.identifier.doihttps://doi.org/10.1016/j.jbusres.2021.03.028
dc.date.updated2021-03-16T21:56:39Z
refterms.dateFOA2021-03-23T10:05:31Z
dc.openaccess.statusopenAccessen_US


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