Social media are increasingly becoming a valuable tool for Business-to-Business (B2B)
organizations. However, social media research in B2B lacks a comprehensive overview …

The introduction of the digital economy has opened much discussion on the various
business models that challenge traditional thinking in B2B marketing. This includes …

The increasing use of social media and its ability to aid small and medium-sized enterprises
(SMEs) to target large audiences at once has triggered to transformation in how SMEs …

In light of the growing role of social media marketing in the success of businesses and its
low adoption rate among small and medium enterprises (SMEs), this study aims to identify …

Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been
slow to adopt these practices. These firms' characteristics and ways of working mean that …

This paper explores the implicit assumption in the growing body of literature that social
media usage is fundamentally different in business-to-business (B2B) companies than in the …

Purpose Small and medium-sized enterprises (SMEs) are an important contributor to
emerging countries' economic growth. However, SMEs have been struggling to sustain their …

Despite the importance of institutional factors in adopting new technologies, the role of these
drivers in the use of social media technology (SMT) to strengthen customer relationship …

Abstract Social Media Apps (SMA) are widely used to facilitate individual communications. In
company situations, they are utilized as a channel to communicate with their customers …

In business-to-business (B2B) settings, social media provide a novel context for
investigating customer engagement. While B2B firms are increasingly investing in social …