Systematic Review on Social Media Marketing in Business-to-Business Domain: Research Issues and Avenues for Future Research

There has been a lot of marketing attention focused on social media in business-to- consumer (B2C) domain. Yet the size of market for business-to-business (B2B) companies is substantially larger and more complex, but remains largely under explored. Social media has proven a successful form of marketing in the B2C sector, however due to limited know-how and marketers' perception of poor usability it is yet to find its foothold in the B2B sector. As social media research in B2B has been of increasing interest, this research attempts to review current literature about social media marketing in B2B domain. This research provides a review of the current state of research in the field and identifies gaps in the literature. From the literature reviewed, it can be identified that there is currently lack of systematic theory development, dominance of quantitative, and lack of longitudinal research.