“…Anyway, despite the popularity of the topic, social media in B2B settings have not been adequately studied by scholars (Siamagka et al, 2015). Even if authors agree that approaches and challenges of social media adoption in B2B companies are different from those of B2C companies (Habibi et al, 2015;Chung et al, 2017, Volpentesta & Ammirato, 2007, social media research has been mainly focused on the business-to-consumer (B2C) domain (Michaelidou et al, 2011;Volpentesta and Felicetti, 2012;Pettersson et al, 2014). Scholars are generally more interested in the impact of social media on consumer purchase decisions (Wang, Yu, &Wei, 2012), their capability in supporting brands and collecting customer feedback (Breslauer & Smith, 2009;Christodoulides, 2009), or in providing useful market research data (Nunan & Yenicioglu, 2013).…”