Investigating B-to-B Social Media Implementation

Abstract

Social media usage keeps exploding all over the world which makes it an incrementally important resource to be more competitive in both business-to-customer and business-to-business marketing. However, even though social media has been widely used in B-to-B, previous researches still claim that B-to-B marketers are far behind B-to-C marketers either in the level of use or in the sophistication for social media. Building on the electronic marketing orientation (EMO) proposition and media richness theory, this research conducted a series of in-depth interview to understand inter-relationships between research constructs in a B-to-B context. Using a survey approach, the study shows that organizational cultural and cross-department coordination have significant influence on the implementations, adoption and business performance of B-to-B social media. These results of 103 respondents can prove the important references for academicians to conduct further empirical validations, and helpful for professionals to identify their marketing strategies to facilitate B-to-B business.

A model explaining perceived investment value and switching intentions toward FinTech: the case of crowdlending

“…Although this path has not been studied in prior research studies, this result agrees with other studies that have tested the impact of similar concepts on perceived value in the context of financial services and FinTech. Indeed, prior studies have suggested that convenience and efficiency are among the principal relative advantages of new technologies and services (Lin and Lu 2015 ; Nel and Heyns 2017 ), having been studied as determinants of utilitarian values (Lin and Lu 2015 ; Wang 2022 ). More specifically, Wang ( 2022 ) verified the impact of relative advantage on the utilitarian and hedonic dimensions of perceived value within the context of mobile payment.…”