The Use of Social Media by B2B companies in an Emerging Country: Evidence from Turkey

This study contributes to the business-to-business (B2B) social media literature by providing an overview of the use, opportunities, and barriers surrounding B2B companies' social media efforts in an emerging country. The study uses semi-structured, individual interviews with executives from Top 100 private companies listed in Istanbul Chamber of Industry Top 500 Industrial Enterprises 2014 list. As the focus of the study was the companies operating wholly in B2B markets, the total number of interviewees was 18.
The data yielded mainly use reasons and revealed two important issues; information sharing and credibility building and developing business connections. Although social media is becoming important, today's B2B companies, use it only to enhance their customer reach, support sales and create awareness. Despite their interest in social media, other projects, measurement problems and lack of resources form the main barriers that hamper the adoption of social media in B2B sector. The study suggests that B2B companies should create unique content and keep customers/partners engaged with the brand and generate targeted leads. The study also provides insights into managers’ reasons for using social media and gives guidelines for B2B marketers on how to conduct social media marketing.