Social media-related tensions on business-to-business markets – Evidence from China

Luo, Jun; Tóth, Zsófia; Liu, Martin; Yuan, Ruizhi

doi:10.1016/j.indmarman.2020.12.015

Cited by 13 publications

(12 citation statements)

References 89 publications

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“…Importantly, we answer previous calls to conduct more research in the engagement-social media domain (Cortez and Dastidar, 2022). Consistent with recent studies (Luo et al, 2021), buyers display monitoring behaviors instead of active engagement, particularly on public social networks, due to privacy reasons and a lack of organizational guidelines.…”

Section: Theoretical Implicationssupporting

confidence: 86%

“…B2B supplier’s posts on social media also trigger customers’ engagement behaviors such as liking, commenting, sharing and so forth (Cortez and Dastidar, 2022). Yet, tensions may exist: while suppliers praise the benefits of social media in increasing customer engagement and transparency, B2B customers show a passive attitude toward social media and an overall intention to remain “invisible” (Luo et al , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

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All that glitters is not gold: exploring social selling through the eyes of B2B customers

Ancillai,

Bartoloni,

Pascucci

2024

JBIM

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Purpose The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use. Design/methodology/approach The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries. Findings The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes. Originality/value Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.

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Section: Theoretical Implicationssupporting

confidence: 86%

Section: Literature Reviewmentioning

confidence: 99%

All that glitters is not gold: exploring social selling through the eyes of B2B customers

Ancillai,

Bartoloni,

Pascucci

2024

JBIM

View full text Add to dashboard Cite

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“…We highlight that informative interactions gain cognitive and moral legitimacy, whereas customers' selectivity in affective and social interactions leads to social comparison and a sense of opportunism risks, thus eroding observers' trust. Finally, departing from the previous studies highlighting customers' distrust in suppliers during SM use (Banerjee et al, 2020), we extend the understanding of B2B SM dark-side literature (Chowdhury et al, 2016;Luo et al, 2021) by taking observer suppliers' lens to explore and unpack factors that erode their cognitive and affective trust, ultimately leading to negative behavioral outcomespassive resistance and unethical behaviors.…”

Section: B2b Social Media Usementioning

confidence: 86%

B2B social media use as a double-edged sword on trust: a social presence theory perspective

Weng,

Liu,

Luo

et al. 2024

IMDS

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PurposeDrawing on the social presence theory, this study aims to explore how supplier–customer social media interactions influence supplier observers’ trust in the customers and what mechanisms contribute to variation in trust experience.Design/methodology/approachA total of 36 semi-structured interviews were conducted with Chinese suppliers using WeChat for business-to-business interactions. Data were analyzed in three steps: open coding, axial coding and selective coding.FindingsFindings reveal that varied trust is based not only on the categories of social presence of interaction – whether social presence is embedded in informative interactions – but also on the perceived selectivity in social presence. Observer suppliers who experience selectivity during social and affective interactions create a perception of hidden information and an unhealthy relationship atmosphere, and report a sense of emotional vulnerability, thus eroding cognitive and affective trust.Originality/valueThe findings contribute new understandings to social presence theory by exploring the social presence of interactions in a supplier–supplier–customer triad and offer valuable insights into business-to-business social media literature by adopting a suppliers’ viewpoint to unpack the mechanisms of how social presence of interaction positively and negatively influences suppliers’ trust and behavioral responses.

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“…Kaur and Guptas’ (2022) literature review explores some of the more negative aspects of SM advancing our understanding of misinformation on SM platforms. Yet, there is room for future studies exploring other aspects of the darker side of SM in B2B interaction (Luo et al , 2021) in, for example, value co-creation (Chowdhury et al , 2016). As Web 3.0 technologies are being increasingly adopted by B2B practitioners, understanding how SM interacts with these novel digital platforms in industrial marketing is pertinent.…”

Section: Future Research Directions: a Call For Continued Research On...mentioning

confidence: 99%

Guest editorial: Social media in business-to-business interaction, engagement, co-creation, and communication

McGrath

O’Toole

Drummond

2023

JBIM

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Social media-related tensions on business-to-business markets – Evidence from China

Cited by 13 publications

References 89 publications

All that glitters is not gold: exploring social selling through the eyes of B2B customers

All that glitters is not gold: exploring social selling through the eyes of B2B customers

B2B social media use as a double-edged sword on trust: a social presence theory perspective

Guest editorial: Social media in business-to-business interaction, engagement, co-creation, and communication

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