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Social media utilization in business-to-business relationships of technology industry firms
Tampere University of Technology, Department of Information Management and Logistics, Tampere, Finland.ORCID iD: 0000-0002-7337-1211
Tampere University of Technology, Department of Information Management and Logistics, Tampere, Finland.ORCID iD: 0000-0003-4753-4416
Tampere University of Technology, Department of Industrial Management, Pori, Finland.ORCID iD: 0000-0001-6324-5425
2014 (English)In: Computers in human behavior, ISSN 0747-5632, E-ISSN 1873-7692, Vol. 30, 606-613 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
Elsevier, 2014. Vol. 30, 606-613 p.
Keyword [en]
Social media, Business-to-business, Customer interface, Partner interface, Technology industry, Survey
National Category
Psychology (excluding Applied Psychology) Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:oru:diva-62583DOI: 10.1016/j.chb.2013.07.047ISI: 000330090900068Scopus ID: 2-s2.0-84889097939OAI: oai:DiVA.org:oru-62583DiVA: diva2:1157423
Available from: 2017-11-16 Created: 2017-11-16 Last updated: 2017-11-21Bibliographically approved

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Aramo-Immonen, Heli

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Jussila, Jari J.Kärkkäinen, HannuAramo-Immonen, Heli
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