Social media utilization in business-to-business relationships of technology industry firms
Jussila, Jari J.; Kärkkäinen, Hannu; Aramo-Immonen, Heli (2014)
Lataukset:
Jussila, Jari J.
Kärkkäinen, Hannu
Aramo-Immonen, Heli
2014
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-201407101352
https://urn.fi/URN:NBN:fi:tty-201407101352
Kuvaus
Peer reviewed
Tiivistelmä
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.
Kokoelmat
- TUNICRIS-julkaisut [16908]