The particularities and limitations of social media utilization in B2B relationships.

Abstract

Previous studies have demonstrated the advantages of using social networks for doing business in customer markets. The question remains as to the use of social media on business markets (B2B); as yet, only limited studies have been done. It is possible to use the internet and other interactive technologies to support doing business on B2B markets, but this field has limitations. Therefore, these marketing tools are not being used as much as they are on customer markets. The authors have determined how organizations focused on B2B markets use social networking sites (SNSs) and social CRM for contact with customers. This paper provides more detailed information from research that was conducted in the Czech Republic at the end of 2015 and beginning of 2016 and compares it with experiences taken from research focused on using social networking sites for business markets in other countries (Finland, China, Great Britain, and the USA).