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

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Jussila, Jari J.Tampere University of Technology, Tampere, Finland (author)

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

Article/chapterEnglish2015

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Institute of Knowledge Asset Management (IKAM),2015
printrdacarrier

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LIBRIS-ID:oai:DiVA.org:oru-62579
https://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-62579URI

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Language:English
Summary in:English

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SwePubSwePub

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Subject category:ref swepub-contenttype
Subject category:kon swepub-publicationtype

Notes

Despite the popularity of the topic, social media research is still limited and focuses largely on the role of consumer-to-consumer (C2C) and business-to-consumer (B2C) domains (Volpentesta and Felicetti, 2012; Michaelidou et al., 2011). In many aspects, B2C social media practices are not directly useful for inter- organizational and business-to-business (B2B) purposes. The main aim of this paper is to increase the understanding of the current applications of social media in external B2B transactions. This is carried out through an extensive survey of companies in the technology industry which are operating purely in B2B markets, having only other companies as customers.We wanted to understand how industrial B2B companies currently apply social media in their own inter- organizational applications, what potential they see for social media in this context, and what kind of support they need to better adopt social media together with their customers and partners. A population of 2488 Finnish decision makers from the Federation of Finnish Technology Industries were observed. Based on the answers of 143 different companies, 125 companies were found to wholly (100%) represent B2B markets, and these were chosen as the sample of this particular study.Studies on social media, especially survey-based studies, have not focused soley on B2B companies, particularly on the inter-organizational applications of social media in B2Bs, except for the B2B-marketing oriented study of Michaelidou et al. (2011) and the study of social media utilization in B2B relationships by Pettersson et al. (2014). This study extends these previous studies by creating new understanding of the maturity of social media integration in businesses, organizational business problems that companies perceive can be solved with social media, and approaches that can support social media adoption in B2B companies.Managerially, the results can be used, for instance, to better understand the various possibilities of applying social media for inter-organizational use in B2Bs, which are currently only superficially understood by a significant portion of managers. This can help support and facilitate external social media use in B2Bs.

Subject headings and genre

SAMHÄLLSVETENSKAP Ekonomi och näringsliv Företagsekonomi hsv//swe
SOCIAL SCIENCES Economics and Business Business Administration hsv//eng
Social media
business-to-business
inter-organizational
enterprise social
survey

Added entries (persons, corporate bodies, meetings, titles ...)

Karkkainen, HannuTampere University of Technology, Tampere, Finland (author)
Aramo-Immonen, Heli,1964-Tampere University of Technology, Tampere, Finland(Swepub:oru)hian (author)
Ammirato, SalvatoreDepartment of Mechanical, Energy and Management Engineering, University of Calabria, Arcavacata Di Rende, Italy (author)
Felicetti, Alberto MicheleDepartment of Mechanical, Energy and Management Engineering, University of Calabria, Arcavacata Di Rende, Italy (author)
Della Gala, MarcoDepartment of Mechanical, Energy and Management Engineering, University of Calabria, Arcavacata Di Rende, Italy (author)
Tampere University of Technology, Tampere, FinlandDepartment of Mechanical, Energy and Management Engineering, University of Calabria, Arcavacata Di Rende, Italy (creator_code:org_t)

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In:IFKAD 2015: Institute of Knowledge Asset Management (IKAM), s. 1930-19409788896687079

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By the author/editor: Jussila, Jari J.; Karkkainen, Hann ...; Aramo-Immonen, H ...; Ammirato, Salvat ...; Felicetti, Alber ...; Della Gala, Marc ...

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SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

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By the university: Örebro University

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