The Relationship Between Use Of Social Media Business Essay


Hajer Al-Tikriti research was to have a better understanding how company's strategy plays a vital role in development of the communication culture in the organization. As Social media is one of the fastest growing communication tools, the thesis discusses how B2B organizations perceive this new tool, what are the opportunities as well as utilization for communication. The case discusses one such B2B company Baseware, and the challenges being faced by the company in implementing the Social Media in its corporate structure. The research is beneficial to me because it helps me to compare the two organizations army research is also based on a B2B organization i.e. Tradekey which has recently started implementing social media in its environment. This research is also beneficial to understand whether the challenges being faced by the B2B organization are same to the B2B organization which I'm researching on.

Bibliography 2

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The author Emma Liuski in her research has tried to explain how social media marketing can be utilized by a B2B organization as well as how the organization can engage their audience by utilizing this tool. To explain this theory the author utilizes a framework which is called Honey Comb framework which divides the social media marketing channels into seven distinct groups. By dividing into groups it makes understanding social media as well as creating social media strategy easier. The report also explains in depth how each social media channel can be utilized by the company as to engage the customers. This report can be helpful for my research as this research also deals with the implementation of social media marketing to a B2B organization. Also the framework which has been utilized can also be beneficial to me for developing and explain the social media strategies.

Bibliography 3

Veldeman , C. (2011-2012). B2B markets' conversion into social media. Ghent: Ghent University.

The author tries to answer whether social media as a marketing channel can be applied to Business to Business enterprises. The research provides an in depth detail of attitude, social media use and various implementation strategies within B2B organizations of Belgium. The research provides analysis of the perceived risks and benefits, social media marketing knowledge and strategies which have been implemented between IT and Industrial B2B industries. The research also uses a model i.e. "Technology Acceptance Model" which gives insights to the applicability of Social Media in B2B organizations. It also provides the information as how social media can be utilized as business too, to generate profits and business leads. The research can be useful in conducting my research because it gives me a model which I can try to utilize on my preferred B2B organization. Also the research can help me to compare the B2B IT Organizations of Belgium with the one in Pakistan and compare similarities and issues between the organizations.

Bibliography 4

Paschdeka , R. (2011). Social Media Marketing in Business to Business Markets . Krems: Danube University.

In the research the author has tried to explain the various possibilities to attract and acquire customers by utilizing Social Media Marketing channels in B2B business. The author has also tried to discuss various approaches to setting up marketing strategies and how these approaches can generate value through Social Networks for the organization. The author has derived a model called PIP Model on the basis of the Qualitative, Quantitative analysis conducted which shows how social media marketing can be implemented in the organization. This report is relevant to my thesis because the research tries to explain one of my objectives which is to create value to consumer as well as the organization. The report can also be utilized as a reference as how to create a model from the result of my study.

Bibliography 5

Berglund, G., & Nilsson, M. (2011). Social Media Challenges for B2B Organizations: A case study of a large manufacturer. Blekinge: Blekinge Tekniska Högskola.

In the research the authors tries to find the answer of why Social Media Marketing usage is lower in B2B organization as oppose to B2c organization. To answer their question they have taken an organization as a case study which is between implementing the Social Media Marketing channel and tried to find out what the challenges are being face by the company. The research has utilized various ways in evaluating the company such as developing Performing measures, setting up KPI's (Key Performance Indicators) like no of visitors, tweets, followers etc. All these results from the collected data has been converted in a form of model to give a clear picture of Social Media implementation. This research can be beneficial for my research as it provides me with various ways as well as points to keep in mind while evaluating the organization in my research. Some of the techniques may be not applicable due to organizations falling into different industries.

Bibliography 6

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Callebaut , N. (2010-2011). Social Media in B2B Markets. Gent: UNIVERSITEIT GENT .

In the research the author tries to explain the role of Social Media in the relationship between the buyer and the seller in the business to business (B2B) markets. The researcher has developed a framework which describes the opportunities available through Social Media in the development of relationship among buyers and sellers. To validate the framework the author has conducted various interviews in B2B organizations coming to conclusion that Social Media can provide opportunities developing buyer seller relationship. This report can be beneficial to me in analyzing the relationship between the organization which I'm studying and it customers. Also framework can be beneficial in identifying the issues of the consumers as well as opportunities available for the organization in strengthening the relationship.

Bibliography 7

Jensen, H. (2010). Social media in business‐to‐business branding. Trondheim: Norwegian University of Science and Technology.

The author Hakkon Jensen in his research has tried to explain how B2B organizations should manage challenges and opportunities in the Social Media and also how it can be effectively utilized to build and enhance the brand of the company. For the study the author has gone with the qualitative approach conducting interviews and evaluating case studies. The author has proposed after conducting the research that the Social Media provides another layer for the organization to add value to its brand as well as build relationship to its customers. The thesis is beneficial for my research as a reference as I can try to see whether the conclusion provided by the author is applicable to what extent on the organization which I am researching on.

Bibliography 8

Arca, C. (2012). Social Media Marketing benefits for businesses: Why and how should every business create and develop its Social Media Sites? . Aalborg: Denmark: AALBORG University.

In this research the author Celine Arca has tried to determine the benefits of Social Media Marketing in business and tried to suggest solutions to the number of complex choices of Social Media Marketing Channels available. The research has also provided a social feedback cycle which tries to explain the effects of social media on the consumers buying behavior. The research also provides in depth analysis on the various social media marketing channels used and how the social media landscape has gradually been changing through various years. The research also tries to explain which Social Media channels are more effective and how it can help an organization to create brand awareness and in turn to lead and traffic generation. As the research is more consumers centric which means it doesn't deals with the actual implementation and challenges being faced by organizations. The research can be somewhat beneficial for my study as it would help me to understand and analyses various Social Media marketing Channels and its effectiveness when targeting the customers.

Bibliography 9

Granlund, H. (2012). Measuring effects of strategic utilization of social media in business-to-business marketing: Case Greenlux Finland Oy. Saimaa: Lappeenranta University of Technology .

In this research the author tries to explain the various methods for monitoring, measuring and analyzing various effects of Social Media in Business to Business Marketing. For the study the author has used a B2B organization as a Case Study. The author has discussed various financial indicators such as ROMI, ROI and non-financial indicators such as Brand equity, different types of Web metrics as to measure and analyze the performance of Social Media in an organization. These all indicators were applied to the Case organization and the author came to conclusion that social media should be utilized in a strategic way. The author further concluded that to utilize Social Media strategically and effectively organization has to have multi stages of monitoring and measurement. The research can be used as a reference for my thesis as it provides in great detail the indicators which can also be utilized in evaluating the Social Media performance of the organization which I have selected for the Case Study.

Bibliography 10

Wang , X., & Abdullayeva , G. (2011). The Relationship Between Use of Social Media and Customer Relationship From E-commerce Model Perspective. Lund: Lund University.

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In the research the authors tries to explain the relationship between the customers and the social media in an ecommerce environment. Also the authors has utilized e-commerce business model called e-business model ontology which defines the relationship between the customer relationship and social media in the electronic business. From the components of this model they were able to derive a direct and indirect relationship between the social media and customer relationship. This research can be utilized as a reference for the research when try to determine the relationship between the organization and its customers. The research can be also beneficial for my research to see which type of Social media channel has the largest or least impact among building the relationship with the consumers.

Research Proposal

To:     Miss Rabiea Jameel

From: Muhammad Maaz Raza (55892)

Date:   4th march 2013

Subject: Research proposal

Research Topic: Role of Social Media Marketing for Online B2B Web Portal

Problem statement

While we have seen a boom of social media marketing in B2C markets, the B2B organizations have been very reluctant in adopting social media as a marketing tool as there are very few companies acting as role models. Hence through the research we would try to see such an organization whether their implementation of social media as a marketing tool would be able to pay dividends or not.

Research question

How Social Media Marketing can benefit the most to B2B Web Portal?

What Social Media Marketing Channel is most effective for B2B Portal?

Is it worth it for an online B2B Web Portal to invest in Social Media Marketing?

Research objectives

It is to identify whether social media as a marketing tool can be effective in Online B2B business.

It is to identify whether social media marketing can be implemented easily in an online B2B portal

What challenges an online B2B web portal can face while utilizing Social Media Marketing.

Background to the problem

Internet is one of the major channels which an organization uses for building its brand. This channel becomes more important if the organization solely conducts business on the World Wide Web. On the Internet there are various tools available for organization to market itself such as Search Engine Marketing, Search Engine Optimization, Email Marketing, Content Marketing etc. Social Media is one of the latest tools which companies have recently started to use for marketing. Previously Social media was only being used by B2C organizations but recently B2B organizations have also started to use it as a marketing tool. Such is the case of which is a second largest B2B web portal on the Internet. The organization has recently begun taking small steps towards implementing Social Media as one of the tools for the marketing. As Social Media Marketing in B2B environment is still new, this research would try to identify whether social media can play an effective role in marketing for the organization.

Scope of the problem

The scope of this study is to understand how an online Business such as a B2B Web Portal can effectively utilize the Social Media as marketing tool as to generate value for itself as well as for its customers.

Theoretical framework


The total time for this research is one year divided into two phases and a final submission.

The First Phase contains:

The submission of Proposal and Introduction Chapter is in the first two months of the Phase.

Submission of Literature Review, Variables identified and framework/model in third month of the phase.

Identification of Population, Sample Size and Sampling Technique with the methodology would be submitted in the last month of phase.

The Second Phase contains:

Collection of data through Questionnaires or Interviews on the basis of the Study.

Data Analysis and Interpretation of the Collected data

The Final Submission is accumulation of all the work conducted in Phase 1 and 2 which would be followed by Poster and Final Presentation.


Time can act as a constraint in conducting research due to conflict in Office work hours and university timings.

Untimely Strikes in the city due to uneven political scenario can affect the progress of the research.

Due to no other Online B2B Organization operating in Karachi any direct comparison cannot be made

One limitation is that there is no concrete data available for this kind of research as the Social Media as a Marketing tool in an online B2B organization is new.


The research is only being conducted on the premises of Karachi.

The research is taking into account a single organization i.e. hence the research can be inconclusive for other organizations.