Benefits of Social Media in Business-to-Business Customer Interface in Innovation

Jari Jussila, Hannu Kärkkäinen, Maija Leino

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

    23 Citations (Scopus)
    1321 Downloads (Pure)


    The aim of this research is to explore social media and its benefits especially from business-to-business innovation and related customer interface perspective, and to create a more comprehensive picture of the possibilities of social media for the business-to-business sector. Business-to-business context was chosen because it is in many ways a very different environment for social media than business-to-consumer context, and is currently very little academically studied. A systematic literature review on B2B use of social media and achieved benefits in the innovation context was performed to answer the questions above and achieve the research goals. The study clearly demonstrates that not merely B2C’s, as commonly believed, but also B2B’s can benefit from the use of social media in a variety of ways. Concerning the broader classes of innovation –related benefits, the reported benefits of social media use referred to increased customer focus and understanding, increased level of customer service, and decreased time-to-market. The study contributes to the existing social media –related literature, because there were no found earlier comprehensive academic studies on the use of social media in the innovation process in the context of B2B customer interface.
    Translated title of the contributionBenefits of Social Media in Business-to-Business Customer Interface in Innovation
    Original languageEnglish
    Title of host publicationProceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, September 29-30, 2011, Tampere, Finland
    EditorsArtur Lugmayr, Heljä Franssila, Christian Safran, Imed Hammouda
    Place of PublicationTampere
    ISBN (Print)978-1-4503-0816-8
    Publication statusPublished - 2011
    Publication typeA4 Article in conference proceedings

    Publication series

    NameInternational Academic MindTrek Conference

    Publication forum classification

    • Publication forum level 1


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