Social media has now been around for a decade and it is commonly used for private pur- poses and in consumer brand companies. But even though it offers great potential, the usage in the business-to-business sector is still less frequent in comparison to the busi- ness-to-consumer markets. Industrial managers seem to have limited understanding and struggle with implementation of strategies and successful use of social media in their corporation. Also in the literature, social media cases regarding the business-to-business context have only received little attention.
Therefore, this thesis will show the concept of social media in this specific context by investigating factors that determine the adoption of social media in business-to-business organizations. The thesis points out how social media is used and what content is shared in the organization’s innovation process, in collaboration and communication with customers and partners, and in the marketing and sales department. The analysis shows that social media in the business-to-business sector is rather used for relationship building and as an information exchange platform.
The thesis also shows what outcomes can result from social media usage and that it is benefi- cial for industrial firms to be active on social media. To eliminate barriers and realize social media’s potential, we identify managerial implications to successfully implement social media in the business-to-business sector.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Conceptual Background
- Definition of Web 2.0 and Social Media
- Different Types of Social Media
- Definition and Characteristics of B2B Markets
- Factors Affecting Social Media Adoption by B2B Firms
- Social Media Related Factors
- Personal Factors/User Characteristics
- Organizational/Situational Factors
- Social Media Usage in B2B Markets
- Innovation Process
- Collaboration and Communication
- Marketing
- Sales
- Social Media Outcomes for B2B Firms
- Discussion
- Conclusion
- Managerial Implication
- Future Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to demonstrate the utilization of social media by B2B companies within their specific business context and highlight the benefits of B2B participation in social media. The focus of this work lies on B2B organizations' social media adoption, their actual social media usage, and the outcomes they achieve through social media engagement. The thesis will analyze the adoption, usage, and outcomes of social media within the B2B sector, offering a comprehensive understanding of its application in this domain.
- Social media adoption in B2B organizations
- Different ways B2B firms utilize social media platforms
- Impact of social media usage on B2B companies
- Factors influencing the adoption of social media by B2B firms
- Barriers and opportunities for social media implementation in the B2B context
Zusammenfassung der Kapitel (Chapter Summaries)
The introductory chapter presents the background of the study and the rationale for focusing on social media in the B2B context. The chapter discusses the limited research on social media in B2B and the necessity of understanding its adoption, usage, and outcomes for B2B firms. The chapter outlines the structure of the thesis and introduces the framework that will be used to analyze the findings.
Chapter 2 provides a conceptual background for the study by defining key terms such as Web 2.0, social media, and business-to-business markets. It examines different types of social media platforms and explores the characteristics of B2B markets.
Chapter 3 delves into the factors that influence the adoption of social media by B2B firms. It explores social media-related factors, personal factors, and organizational factors that impact adoption decisions.
Chapter 4 analyzes the usage of social media within B2B markets across various organizational functions, including the innovation process, collaboration and communication, marketing, and sales.
Chapter 5 examines the potential outcomes that B2B firms can achieve through social media engagement, highlighting the benefits of social media participation for B2B organizations.
Chapter 6 provides a discussion of the findings and analyzes the implications of the study's results. It also discusses the limitations of the research and potential areas for further investigation.
Schlüsselwörter (Keywords)
This thesis focuses on the key concepts of social media adoption, usage, and outcomes in the business-to-business context. It explores factors influencing social media adoption, examines different aspects of social media usage within B2B organizations, and analyzes the benefits and implications of social media participation for B2B firms. The study also incorporates the concept of Web 2.0 and its role in shaping social media usage within the B2B sector.
- Citar trabajo
- Vassilia Adamantidou (Autor), 2017, Social Media in a B2B Context, Múnich, GRIN Verlag, https://www.grin.com/document/439389
