The role of social media in the B2B environment is a piece of research that colleagues and I, from Northumbria University, completed for the Marketing Trust. Social media is transforming the way in which consumers interact with both each other and businesses. To date, social media research has almost entirely been conducted in a B2C or consumer to consumer (C2C) context. Very little is known about:
How different types of social media are used in a B2B context
What role can social media play in enhancing the B2B buyer-seller experience
To what extent common B2C and C2C platforms such as Facebook, Snapchat, Twitter, Linkedin, Flickr and Instagram (or B2B specific platforms) enable stakeholders to network, transform relationships, improve interactivity and co-create
How effective B2B social media campaigns are
What impact social media has on stimulating innovation, improving performance and building brand awareness and brand equity in a B2B context.
This research set out to redress that and to find out just how effective B2B social media campaigns are? The full report on Social Media in the Business to Business Environment is available below, click on the images to download the report and appendices:
Dr Alan Shaw is a Senior Lecturer and Marketing consultant focusing on a range of sectors. His main interests are in strategy development, social marketing, digital marketing, advertising, consumer behaviour and marketing application.
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