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Social media applications in external B2B transactions: An empirical analysis of the Finnish technology industry
Tampere University of Technology, Tampere, Finland.ORCID iD: 0000-0002-7337-1211
Tampere University of Technology, Tampere, Finland.
Tampere University of Technology, Tampere, Finland.ORCID iD: 0000-0001-6324-5425
Department of Mechanical, Energy and Management Engineering, University of Calabria, Arcavacata Di Rende, Italy.
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2015 (English)In: IFKAD 2015: 10th International Forum on Knowledge Asset Dynamics: Culture, Innovation and Entrepreneurship: Connecting the Knowledge Dots / [ed] Spender, JC; Schiuma, G; Albino, V, Institute of Knowledge Asset Management (IKAM) , 2015, p. 1930-1940Conference paper, Published paper (Refereed)
Abstract [en]

Despite the popularity of the topic, social media research is still limited and focuses largely on the role of consumer-to-consumer (C2C) and business-to-consumer (B2C) domains (Volpentesta and Felicetti, 2012; Michaelidou et al., 2011). In many aspects, B2C social media practices are not directly useful for inter- organizational and business-to-business (B2B) purposes. The main aim of this paper is to increase the understanding of the current applications of social media in external B2B transactions. This is carried out through an extensive survey of companies in the technology industry which are operating purely in B2B markets, having only other companies as customers.

We wanted to understand how industrial B2B companies currently apply social media in their own inter- organizational applications, what potential they see for social media in this context, and what kind of support they need to better adopt social media together with their customers and partners. A population of 2488 Finnish decision makers from the Federation of Finnish Technology Industries were observed. Based on the answers of 143 different companies, 125 companies were found to wholly (100%) represent B2B markets, and these were chosen as the sample of this particular study.

Studies on social media, especially survey-based studies, have not focused soley on B2B companies, particularly on the inter-organizational applications of social media in B2Bs, except for the B2B-marketing oriented study of Michaelidou et al. (2011) and the study of social media utilization in B2B relationships by Pettersson et al. (2014). This study extends these previous studies by creating new understanding of the maturity of social media integration in businesses, organizational business problems that companies perceive can be solved with social media, and approaches that can support social media adoption in B2B companies.

Managerially, the results can be used, for instance, to better understand the various possibilities of applying social media for inter-organizational use in B2Bs, which are currently only superficially understood by a significant portion of managers. This can help support and facilitate external social media use in B2Bs.

Place, publisher, year, edition, pages
Institute of Knowledge Asset Management (IKAM) , 2015. p. 1930-1940
Keywords [en]
Social media, business-to-business, inter-organizational, enterprise social, survey
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-62579ISI: 000357265200149ISBN: 978-88-96687-07-9 (print)OAI: oai:DiVA.org:oru-62579DiVA, id: diva2:1157264
Conference
10th International Forum on Knowledge Asset Dynamics (IFKAD 2015), Polytechn Univ Bari, Bari, Italy, June 10-12, 2015
Available from: 2017-11-15 Created: 2017-11-15 Last updated: 2018-07-09Bibliographically approved

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Aramo-Immonen, Heli

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