Investigating B-to-B Social Media Implementation: E-Marketing Orientation and Media Richness Perspective

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Author(s): Ying Kai Liao (Nanhua University, Dalin, Taiwan), Candice Chang (National Cheng Kung University, Tainan, Taiwan)and Giang Nu To Truong (Nanhua University, Dalin, Taiwan)
Copyright: 2020
Volume: 18
Issue: 1
Pages: 18
Source title: Journal of Electronic Commerce in Organizations (JECO)
Editor(s)-in-Chief: Pedro Isaías (Information Systems & Technology Management School, UNSW, Sydney, Australia)
DOI: 10.4018/JECO.2020010102

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

Social media usage keeps exploding all over the world which makes it an incrementally important resource to be more competitive in both business-to-customer and business-to-business marketing. However, even though social media has been widely used in B-to-B, previous researches still claim that B-to-B marketers are far behind B-to-C marketers either in the level of use or in the sophistication for social media. Building on the electronic marketing orientation (EMO) proposition and media richness theory, this research conducted a series of in-depth interview to understand inter-relationships between research constructs in a B-to-B context. Using a survey approach, the study shows that organizational cultural and cross-department coordination have significant influence on the implementations, adoption and business performance of B-to-B social media. These results of 103 respondents can prove the important references for academicians to conduct further empirical validations, and helpful for professionals to identify their marketing strategies to facilitate B-to-B business.

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Investigating B-to-B Social Media Implementation: E-Marketing Orientation and Media Richness Perspective

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