A comparison of social media marketing between B2B, B2C and mixed business models

Severina Iankova, Iain Davies, Chris Archer-Brown, Ben Marder, Amy Yau

Research output: Contribution to journalArticlepeer-review

189 Citations (Scopus)
109 Downloads (Pure)


This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi's (2012) customer engagement cycle is utilized to compare organizational practices in relation to social media marketing in B2B, B2C, Mixed B2B/B2C and B2B2C business models. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models.
Original languageEnglish
Pages (from-to)169-179
Number of pages11
JournalIndustrial Marketing Management
Early online date20 Jan 2018
Publication statusPublished - Aug 2019


  • B2B2C marketing
  • Business-to-business marketing
  • Channel effectiveness
  • Channel management
  • Social media

ASJC Scopus subject areas

  • Marketing


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