The strategic role of social media in business-to-business contexts

2022 ◽  
Vol 101 ◽  
pp. 82-97
Author(s):  
Catherine Pardo ◽  
Margherita Pagani ◽  
Jean Savinien
Keyword(s):  
Social Media ◽  
Strategic Role ◽  
Business To Business

Exploring Trust Building Mechanisms in Global B2B Electronic Markets

2006 ◽  
pp. 59-73
Author(s):  
Ana Rosa del Aguila-Obra ◽  
Antonio Padilla-Melendez
Keyword(s):  
Price Competition ◽  
Electronic Markets ◽  
Trust Building ◽  
Electronic Communications ◽  
Communications Networks ◽  
Strategic Role ◽  
Business To Business ◽  
Organizational Cooperation ◽  
Role Of Information

There have been numerous studies about business-to-business (B2B) electronic commerce and market structure, most of them analyzing the relationships between buyers and sellers and the role of intermediaries. This research is based mainly on earlier papers about the role of information technology (IT) and electronic communications networks in the companies’ relationships. The use of these computerized inter-organizational networks leads to lower transaction costs, which encourages the development of electronic markets, where there is a severe price competition and greater buyer choice. In this chapter, we analyze the development of global B2B electronic markets and if these markets are becoming a way of improving trust between organizations at an international level, increasing, therefore, the inter-organizational cooperation among them. Based on the literature review and on the analysis of some global electronic markets, we define and describe these platforms, stressing the strategic role of each of the principal participating actors. Furthermore, we propose a model to explain the trust-related sources of competitive advantage for the new intermediaries in electronic markets and compare those with the off-line market’s characteristics. In addition, some propositions related with the trust-building mechanisms are defined.

Analysis of content creation in social media by B2B companies

2015 ◽  
Vol 30 (6) ◽  
pp. 761-770 ◽  
Author(s):  
Lauri Huotari ◽  
Pauliina Ulkuniemi ◽  
Saila Saraniemi ◽  
Minna Mäläskä
Keyword(s):  
Social Media ◽  
Personal Relationships ◽  
Media Content ◽  
Content Type ◽  
B2b Marketing ◽  
Content Creation ◽  
Marketing Activities ◽  
Social Media Tools ◽  
Business To Business

Purpose – The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. Design/methodology/approach – Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. The present study examines how B2B marketers can influence content creation in social media. Findings – The paper proposes that B2B firms engaging in social media as part of their marketing efforts should carefully consider the roles and activities of various users, which are directed to and by different internal and external users. B2B companies can influence content creation in social media directly by adding new content, participating in discussions and removing content through corporate user accounts and controlling employee social media behavior or indirectly by training employees to create desired content and performing marketing activities that influence other users to create content that is favorable for the company. Originality/value – The study contributes to the theoretical discussion over B2B marketing communication and the role of social media in it.

The use of social media among business-to-business sales professionals in China

2016 ◽  
Vol 10 (1) ◽  
pp. 33-49 ◽  
Author(s):  
Keith E. Niedermeier ◽  
Emily Wang ◽  
Xiaohan Zhang
Keyword(s):  
Social Media ◽  
Sales Performance ◽  
Content Type ◽  
Sales Professionals ◽  
Sales Process ◽  
Successful Business ◽  
Use Of Social Media ◽  
Survey Responses ◽  
Business To Business

Purpose – The purpose of this study is to explore the role of social media usage among business-to-business sales professionals in China. Specifically, the authors seek to define and explore the unique ways in which Chinese salespeople use social media, with a special emphasis on the role of guanxi. Guanxi is a complex cultural construct that revolves around the exchange of favors to build trust and connection for business purposes. Design/methodology/approach – Three in-depth interviews of sales managers from two industries along with survey data from 42 pharmaceutical sales representatives were collected to gain an understanding of the general usage and attitudes toward social media in the sales process in China. Findings – Results indicated that virtually all the salespeople in the sample were highly familiar with social media and integrated it into the sales process. Furthermore, all participants indicated that their companies were highly supportive of the use of social media with their customers. More importantly, salespeople in China view social media as a critical tool in building guanxi with their customers. Findings from this exploratory study are used to create a conceptual framework for understanding the important role of social media in building guanxi in China. Research limitations/implications – While the sample is limited to three managerial interviews and 42 survey responses, the data indicated a near universal acceptance and use of social media among Chinese salespeople. Most importantly, social media appears to be the modern gateway to the ancient and culturally unique construct of guanxi that is absolutely indispensable to successful business-to-business sales performance in China. Practical implications – The structural challenges within China make trust and emotional connection essential to any potential business relationship. Trust is at the core of guanxi. Any firm hoping to succeed in China must understand guanxi and the use of Chinese social media to help build it. This study adds to the knowledge and understanding of guanxi and begins to elucidate the uses of social media as a tool to build and maintain it. Social implications – Social media appears to be the modern gateway to the ancient and culturally unique construct of guanxi that is absolutely indispensable to successful business-to-business sales performance in China. This study deepens our understanding of not only guanxi but also how the modern phenomenon of social media is affecting it. Originality/value – This is one of very few studies to investigate the use of social media among salesforces in China. More importantly, the authors know of no other study linking social media with guanxi.

The impact of social media on the B2B CMO

2016 ◽  
Vol 31 (8) ◽  
pp. 955-960 ◽  
Author(s):  
Mike Bernard
Keyword(s):  
Social Media ◽  
Content Type ◽  
Chief Marketing Officers ◽  
Use Of Social Media ◽  
Effective Use ◽  
The Impact ◽  
Business To Business ◽  
The Voice ◽  
Key Questions

Purpose The commentary paper aims to delve into how social media are being used by chief marketing officers (CMOs) and shows that while many in business-to-customer have understood how to use social media already, their CMO counterparts in business-to-business (B2B) have not made up their minds. So some key questions are raised about B2B CMOs’ readiness to use social media, what this accomplishes and resulting effects upon the role of the CMO within an organisation. Design/methodology/approach The research paper involves use of case studies drawn from IBM experience with social media. Findings B2B CMOs are not ready to make use of social media. Even those who are actively engaging are expressing concern that they are pioneering and have not yet put in place a strategy that they are satisfied with. In addition, social media can be used for after-sales service, getting sales leads, engaging with key influencers, building the company’s reputation and enhancing the industry status of key individuals. B2B firms need to exploit the capabilities of processing massive amounts of data to get the most from social media. Originality/value The paper brings insights to the challenges facing CMOs of B2B firms when using social media. It provides a better understanding of what should be the role of CMOs in the use of social media. The CMO must be the voice of the customer as well as the custodian of the values that enable effective use of social media. Effective collaboration within the boardroom is essential and if the CMO is not a board member, then the company should consider making that change.

scholarly journals Beyond Neutrality: Conceptualizing Platform Values

2021 ◽  
Author(s):  
Blake Hallinan ◽  
Rebecca Scharlach ◽  
Limor Shifman
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Power Relations ◽  
Two Dimensions ◽  
User Generated Content ◽  
Policy Documents ◽  
Strategic Role ◽  
Social Media Platforms ◽  
Implicit And Explicit

Abstract Social media platforms are prominent sites where values are expressed, contested, and diffused. In this article, we present a conceptual framework for studying the communication of values on and through social media composed of two dimensions: scale (from individual users to global infrastructures) and explicitness (from the most explicit to the invisible). Utilizing the model, we compare the communication of two values—engagement and authenticity—in user-generated content and policy documents on Twitter and Instagram. We find a split between how users and platforms frame these concepts and discuss the strategic role of ambiguity in value discourse, where idealistic meanings invoked by users positively charge the instrumental applications stressed by platforms. We also show how implicit and explicit articulations of the same value can contradict each other. Finally, we reflect upon tensions within the model, as well as the power relations between the personal, cultural, and infrastructural levels of platform values.

scholarly journals Moderation of Islamic Education as an Effort to Prevent Radicalism (Case Study of FKUB Singkawang City, Kalimantan, Indonesia)

Nadwa ◽  
2019 ◽  
Vol 13 (2) ◽  
pp. 271
Author(s):  
Asrip Widodo
Keyword(s):  
Social Media ◽  
Direct Observation ◽  
Field Research ◽  
Islamic Education ◽  
Data Sources ◽  
Educational Institutions ◽  
Strategic Role

<p><em>Radicalism threatens harmony and unity. We need a holistic deradicalization effort by various elements of the nation. One element that has a strategic role is the Forum for Religious Harmony (FKUB). The study was conducted to reveal the role of FKUB Singkawang City in campaigning for moderation of Islamic education for the community as an effort to prevent radicalism, thus delivering this city as the number one most tolerant city in Indonesia. The method used is a qualitative field (Field Research), researchers go directly to the field to obtain data and information from data sources. Data were collected through direct interviews with the Chairperson of FKUB Singkawang City, FKUB documentation, Social Media and direct observation to the research location. The results showed that FKUB was able to realize moderation of Islamic education outside of educational institutions with dialogue and advocating strategic.</em></p><p>Radikalisme mengancam harmoni dan persatuan. Kita membutuhkan upaya deradikalisasi holistik oleh berbagai elemen bangsa. Salah satu elemen yang memiliki peran strategis adalah Forum Kerukunan Umat Beragama (FKUB). Studi ini dilakukan untuk mengungkap peran FKUB Kota Singkawang dalam mengkampanyekan moderasi pendidikan Islam bagi masyarakat sebagai upaya mencegah radikalisme, sehingga menjadikan kota ini sebagai kota nomor satu yang paling toleran di Indonesia. Metode yang digunakan adalah bidang kualitatif (Field Research), peneliti pergi langsung ke lapangan untuk memperoleh data dan informasi dari sumber data. Data dikumpulkan melalui wawancara langsung dengan Ketua FKUB Kota Singkawang, dokumentasi FKUB, Media Sosial dan observasi langsung ke lokasi penelitian. Hasil penelitian menunjukkan bahwa FKUB mampu mewujudkan moderasi pendidikan Islam di luar lembaga pendidikan dengan dialog dan advokasi strategis.</p><p><em><br /></em></p>

scholarly journals Autonomous Learning Writing Promoted by the Use of Facebook Group

2013 ◽  
Vol 6 (2) ◽  
pp. 101
Author(s):  
Khairil Razali
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Data Collection ◽  
Human Activities ◽  
Qualitative Methodology ◽  
Autonomous Learning ◽  
Strategic Role ◽  
The Media

In aglobalized world, internet facilities and social media are becoming increasingly important and take a strategic role in most of human activities. One of them is in the education and learning sector. This qualitative research explored the role of a Facebook group to increase students' autonomy in learning writing. The experiment was conducted with qualitative methodology to 6 students as a sample. The process of data collection is done through the media Facebook group which was developed during the data collection through observation and interviews. The research lasted for 30(thirty) days in which researchers became the administrator and facilitator. From the process of collecting and analyzing the data assumed that Facebook group influenced the autonomy and promote independent of students learning in writing. Keywords: Facebook group ; Students autonomy ; Learning writing

scholarly journals Peran Dosen Dalam Memanfaatkan Media Sosial Sebagai Sarana Literasi Pembelajaran Mahasiswa

2019 ◽  
Vol 2 (2) ◽  
pp. 127-138
Author(s):  
Eka Yanuarti ◽  
Devi Purnama Sari
Keyword(s):  
Social Media ◽  
Role Models ◽  
Qualitative Data ◽  
Learning Material ◽  
Study Program ◽  
Daily Behavior ◽  
Strategic Role ◽  
Use Of Social Media ◽  
Media Learning

The purpose of this study was to determine the role of lecturers in utilizing social media as a means of learning literacy for students of IAI Curup Study Program. Research methods, descriptive qualitative. Data obtained by interview, observation and documentation analysis. Test the validity of the data using triangulation techniques. The results of the study found four themes in the role of lecturers in utilizing social media as a means of literacy namely; first, instructing students to look for current phenomena that are being updated in various social media to be analyzed and related to the learning material being studied. Second, instructing students to see various forms of daily behavior expressed through stories and writings that are updated on various social media to be analyzed and linked to the learning material being studied. Third, instructing students to share learning materials and products on various social media that they have. Fourth, inviting students to be able to analyze the news that is spread in various social media that is used as a reference for learning by accessing other sources as a reinforcement or comparison of information on social media so as to avoid Hoax news. Conclusion, the role of lecturers in the use of social media is done by; lecturers as instructors, lecturers as role models, as disseminators of knowledge and as servants of education. In the current era of information technology and social media development. Lecturers have a strategic role in efforts to use social media as a means of learning literacy for students Keywords:, Social Media, Learning Literacy

PERAN PUBLIC RELATIONS ORGANISASI B2B MEMBANGUN BRAND IMAGE MELALUI JEJARING SOSIAL PROFESIONAL LINKEDIN (STUDI KASUS MITSUBISHI FUSO)

2021 ◽  
Vol 6 (2) ◽  
pp. 156
Author(s):  
Suci Sitoresmi
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Brand Image ◽  
Media Communication ◽  
Brand Association ◽  
Use Of Social Media ◽  
Social Media Communication ◽  
Business To Business

Social media communication still not becoming key focus in business to business (B2B) organization. In fact, social media utilization in supporting company activities continues to develop. This condition requires B2B companies to adapt to the tremendous use of social media nowadays. LinkedIn is a media social platform which has the same ‘professional’ audience with B2B organizations, including professional executive, decision makers, and top-level-management. The purpose of this writing is to determine how does the role of B2B public relations in building brand image through LinkedIn. This research was conducted through a qualitative approach with a case study method. The results show that the role of B2B public relations in building brand image through LinkedIn can be done by creating LinkedIn contents that considering the dimensions of brand image, namely brand identity, brand personality, brand association, brand behavior and attitude, and brand competence and benefit.

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