Social media utilization in business-to-business relationships of technology industry firms

Jari J. Jussila; Hannu Kärkkäinen; Heli Aramo-Immonen

doi:10.1016/j.chb.2013.07.047

Social media utilization in business-to-business relationships of technology industry firms

Jari J. Jussila, Hannu Kärkkäinen, Heli Aramo-Immonen

Research output: Contribution to journal › Article › Scientific › peer-review

170 Citations (Scopus)

2471 Downloads (Pure)

Abstract

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.

Translated title of the contribution	Social media utilization in business-to-business relationships of technology industry firms
Original language	English
Pages (from-to)	606-613
Number of pages	8
Journal	Computers in Human Behavior
Volume	30
DOIs	https://doi.org/10.1016/j.chb.2013.07.047
Publication status	Published - 2014
Publication type	A1 Journal article-refereed

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10.1016/j.chb.2013.07.047

Jussila social media utilization in business to business relationships
NOTICE: this is the author's version of a work that was accepted for publication in Computers in Human Behavior. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Computers in Human Behavior, Vol. 30, January 2014, DOI: 10.1016/j.chb.2013.07.047.
Accepted author manuscript, 412 KB

http://urn.fi/URN:NBN:fi:tty-201407101352

170 Citations
1 Conference contribution

Social media applications in external B2B transactions: An empirical analysis of the Finnish technology industry
Jussila, J. J., Kärkkäinen, H., Aramo-Immonen, H., Ammirato, S., Michele Felicetti, A. & Della Gala, M., 2015, 10th International Forum on Knowledge Asset Dynamics: Culture, Innovation and Entrepreneurship: connecting the knowledge dots. Bari, Vol. 10. p. 1930-1940 11 p.
Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

Cite this

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title = "Social media utilization in business-to-business relationships of technology industry firms",

abstract = "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.",

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AB - 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.

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ER -

Social media utilization in business-to-business relationships of technology industry firms

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Research output

Social media applications in external B2B transactions: An empirical analysis of the Finnish technology industry

Cite this