Social media utilization in business-to-business relationships of technology industry firms
Jussila,Jari J.; Kärkkäinen,Hannu; Aramo-Immonen,Heli (2014)
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited
Julkaisun pysyvä osoite on
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.
- TUNICRIS-julkaisut 
Näytetään aineisto, joilla on samankaltaisia nimekkeitä, tekijöitä tai asiasanoja.
Smirnov,Sergey; Gotchev,Atanas; Hannuksela,Miska
IEEE International Conference on Multimedia and Expo (2013)
Joint de-noising and fusion of 2D video and depth map sequences sensed by low-powered tof range sensor Georgiev,Mihail; Gotchev,Atanas; Hannuksela,Miska
IEEE International Conference on Multimedia and Expo (Institute of Electrical and Electronics Engineers IEEE, 2013)
Georgiev,Mihail; Gotchev,Atanas; Hannuksela,Miska
IEEE International Symposium on Circuits and Systems (Institute of Electrical and Electronics Engineers IEEE, 2013)