Social Media adoption is ubiquitous by both consumers and businesses. Recent studies have provided much insight on the role of social media in B2C processes but little is known about its function in B2B. Given that knowledge of B2C markets is not always transferable to understand B2B markets, this highlights an important research gap. Through the lens of Uses and Gratification Theory, this study aims to explore the uses and gratifications (U&G) of social media from both the perspective of the business consumer and the perceptions of these from the viewpoint of marketers. Nine in-depth interviews with professionals in the IT industry provide data to understand and contrast U&G from the standpoint of the two samples. Findings show that social media is used primarily for validation of important factors in the decision-making processes, although nuanced differences exist between decision-makers and marketers. Furthermore, decision-makers emphasize the value of community rather than content. Practical implications are provided.
|Publication status||Published - 20 May 2016|
|Event||Academy of Marketing Science - Orlando, United Kingdom|
Duration: 17 May 2016 → 21 May 2016
|Conference||Academy of Marketing Science|
|Period||17/05/16 → 21/05/16|