Impact of Social Media Marketing In Business To Business Marketing

Abstract

Abstract Communications are profoundly affected with the advent of Internet. With the technological advancements globally, the communications are made multifaceted. Various online platforms are developed where these communications take place. These platforms have made it easier for individuals to communicate with each other. Among these new platforms, the emerging new structure is known as the social media networking. Social Media Networking is basically an online web based service which allows the individuals to create profiles with limited access depending upon the kind of website and the rights enabled by the user itself Business to business marketing (B2B) is different from the traditional marketing as the industrial components are chosen through a rigorous decision-making process. This research paper explores the relationship between the B2B marketing and social media, and endeavors to identify the key factors in building the corporate brand. A qualitative study was carried out through semi-structured interviews which developed around the social media impact on B2B marketing. An analysis of about forty B2B marketing professionals serving different organizations in the global context was carried out. The interview data were recorded on using the note expansion procedure where word-by-word record and more on the notes were recorded which revealed interesting insights regarding corporate image, corporate reputation, corporate loyalty and corporate name with respect to the corporate brand name in connection with the medium of marketing communication used. The insights developed through this study would be useful in the context of B2B Marketing Professionals in assisting them in developing the marketing communication strategy.Keywords:  Social Media, Business to business Marketing, Corporate Brand