Social Media & Electronic Word-of-Mouth in Business-To-Business Marketing: A Systematic Review and Future Research Directions

Abstract

This present study investigates the impact of social media and content on the ability of organizations to create interest and achieve profitability in a B2B(business-to-business) service context. Although corporations do not have control over certain influential variables that might impact their brand image, media attention, viva-voce, law, and eco-friendly concerns, they nonetheless have a considerable influence on it. The prevalence of uncertainty around the potential benefits provided by various social networking sites for corporations is a significant barrier to the mainstream adoption of social media (SM) in business-to-business (B2B) interactions. Social media (SM) possesses significant potential in facilitating business-to-business (B2B) marketing efforts and acquiring valuable consumer information. Our analysis revealed that several business-to-business (B2B) enterprises are unable to fully harness the potential of digital media, in contrast to their B2C (business-to-customer) counterparts. Nevertheless, social media (SM) has the ability to assist business-to-business (B2B) marketers in establishing their brand's reputation and expanding their international presence. This, in turn, may facilitate the identification of prospective clients and foster connections with global supply chain suppliers.  The advent of social media has significantly transformed the manner in which companies engage with their intended audience by providing a platform for spontaneous communication and active involvement. The primary aim of this review article is to evaluate the influence of customer care provided through social media platforms on brand satisfaction and loyalty among clients. This research examines literature pertaining to the subject matter, doing an analysis of previous research that has investigated the correlation between customer service on social media platforms, brand loyalty, & consumer happiness. This work aims to elucidate significant discoveries, approaches utilised, and deficiencies in current scholarly investigations. Additionally, this paper examines the practical ramifications and offers ideas for firms seeking to improve customer satisfaction and cultivate brand loyalty by implementing successful tactics for social media customer care.