Use of Social Media by b2b Companies: Systematic Literature Review and Suggestions for Future Research

Abstract

Social media plays an important role in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by b2b companies. The current study focuses on a number of aspects of social media such as: the effect of social media; social media tools; social media use; adoption of social media use and its barriers; social media strategies; and measuring the effectiveness of the use of social media. This research provides a valuable synthesis of the relevant literature on social media in the b2b context by analysing and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both academics and practitioners.