Micro Organization Use of Social Media for Business-to-Business Customers

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Author(s): Lisa S. Rufer (Rider University, USA), Rosalyn J. Rufer (Empire State College (SUNY), USA)and Savita Hanspal (State University of New York at Potsdam, USA)
Copyright: 2021
Pages: 13
Source title: Encyclopedia of Organizational Knowledge, Administration, and Technology
Source Author(s)/Editor(s): Mehdi Khosrow-Pour D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-7998-3473-1.ch148

Keywords: Administration & Leadership / Business & Management / Business and Organizational Research / Business Science Reference

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Abstract

Marketing communications have evolved on account of development of greater interaction between organizations due to the availability of new electronic media. Much has been written about the effect of these new communication channels and how they can be used to retain consumers. However little evidence has been presented to show how these channels of communication are used by smaller organizations, particularly when serving business to business customers. This research builds on earlier exploratory work of Brink and Atanassova and Clark to provide empirical evidence of the importance of social media usage for small organizations when serving business customers. However, unlike Brink, this research separates small firms from medium size organizations and focuses on the subcategory of micro organizations (fewer than 50 employees).

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Micro Organization Use of Social Media for Business-to-Business Customers

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