Exploring How Businesses Use Social Media in B2B Relationship Marketing
Although companies have started to utilise social media as one of their value-adding strategies, research into social media is limited and focuses more on the business-to-consumer (B2C) rather than on the business-to-business (B2B) relationships. This paper seeks to understand how social media play a role in the B2B relationship marketing. 26 in-depth interviews were performed with employees who work in relationship marketing fields in Malaysia. The findings indicate that Facebook is the most commonly used social media and that company’s website is often linked with its social media presence. The findings also indicate that companies most commonly used smartphone, followed by desktop, when interacting with other businesses via social media. This research also indicates that although companies encourage training for staff development, there is no direct relationship between staff training and how companies utilise social media.
Keywords- Social Media, Business-to-business (B2B), Relationship Marketing, and Web 2.0