The role of social media presence, responsiveness, and interactivity in enhancing key relationship strength indicators within B2B contexts: the customer's perspective

Research output: Contribution to conferencePaper

Abstract

Extant research on use of social media by firms has mostly focused on B2C contexts, yet given their benefits for firms (e.g. creating awareness, enhancing brand image, etc.), scholars' attention has increasingly turned to the role and usage of social media for B2B brands. In such contexts, research has primarily examined the challenges relating to the use of social media from the seller's perspective. This paper extends this line of research by investigating the impact of B2B brands' social media presence, interactivity, and responsiveness on key supplier-customer relationship indicators (commitment, interactivity, satisfaction, and partner quality) from the customer's perspective. Data from an
online survey (N=200) with customers of B2B brands were analysed using structural equation modelling. We reveal that social media presence has a positive impact on all indicators, responsiveness positively influences commitment, while interactivity enhances perceptions of brand partner quality.

Conference

ConferenceEuropean Marketing Academy Conference 2018
Abbreviated titleEMAC2018
CountryUnited Kingdom
CityGlasgow
Period29/05/181/06/18
Internet address

Fingerprint

Responsiveness
Interactivity
Relationship strength
Social media
Structural equation modeling
Seller
Brand image
Online survey
Supplier-customer relationships

Keywords

  • B2B
  • social media
  • customer-buyer relationships

Cite this

@conference{0150b522d09e4440b39ae612506f837c,
title = "The role of social media presence, responsiveness, and interactivity in enhancing key relationship strength indicators within B2B contexts: the customer's perspective",
abstract = "Extant research on use of social media by firms has mostly focused on B2C contexts, yet given their benefits for firms (e.g. creating awareness, enhancing brand image, etc.), scholars' attention has increasingly turned to the role and usage of social media for B2B brands. In such contexts, research has primarily examined the challenges relating to the use of social media from the seller's perspective. This paper extends this line of research by investigating the impact of B2B brands' social media presence, interactivity, and responsiveness on key supplier-customer relationship indicators (commitment, interactivity, satisfaction, and partner quality) from the customer's perspective. Data from an online survey (N=200) with customers of B2B brands were analysed using structural equation modelling. We reveal that social media presence has a positive impact on all indicators, responsiveness positively influences commitment, while interactivity enhances perceptions of brand partner quality.",
keywords = "B2B, social media, customer-buyer relationships",
author = "Maria Karampela and Ewelina Lacka and Graeme McLean",
year = "2018",
month = "5",
day = "29",
language = "English",
pages = "1--7",
note = "European Marketing Academy Conference 2018, EMAC2018 ; Conference date: 29-05-2018 Through 01-06-2018",
url = "http://www.emac-2018.org/r/default.asp?iId=IDHGLH",

}

Karampela, M, Lacka, E & McLean, G 2018, 'The role of social media presence, responsiveness, and interactivity in enhancing key relationship strength indicators within B2B contexts: the customer's perspective' Paper presented at European Marketing Academy Conference 2018, Glasgow, United Kingdom, 29/05/18 - 1/06/18, pp. 1-7.

The role of social media presence, responsiveness, and interactivity in enhancing key relationship strength indicators within B2B contexts : the customer's perspective. / Karampela, Maria; Lacka, Ewelina; McLean, Graeme.

2018. 1-7 Paper presented at European Marketing Academy Conference 2018, Glasgow, United Kingdom.

Research output: Contribution to conferencePaper

TY - CONF

T1 - The role of social media presence, responsiveness, and interactivity in enhancing key relationship strength indicators within B2B contexts

T2 - the customer's perspective

AU - Karampela, Maria

AU - Lacka, Ewelina

AU - McLean, Graeme

PY - 2018/5/29

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AB - Extant research on use of social media by firms has mostly focused on B2C contexts, yet given their benefits for firms (e.g. creating awareness, enhancing brand image, etc.), scholars' attention has increasingly turned to the role and usage of social media for B2B brands. In such contexts, research has primarily examined the challenges relating to the use of social media from the seller's perspective. This paper extends this line of research by investigating the impact of B2B brands' social media presence, interactivity, and responsiveness on key supplier-customer relationship indicators (commitment, interactivity, satisfaction, and partner quality) from the customer's perspective. Data from an online survey (N=200) with customers of B2B brands were analysed using structural equation modelling. We reveal that social media presence has a positive impact on all indicators, responsiveness positively influences commitment, while interactivity enhances perceptions of brand partner quality.

KW - B2B

KW - social media

KW - customer-buyer relationships

UR - http://www.emac-2018.org/r/default.asp?iId=IDHGLH

M3 - Paper

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