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Social Media Use and Potential in Business-to-Business Companies’ Innovation

Author

Listed:
  • Hannu Kärkkäinen

    (Department of Information Management and Logistics, Tampere University of Technology, Tampere, Finland)

  • Jari Jussila

    (Department of Information Management and Logistics, Tampere University of Technology, Tampere, Finland)

  • Jaani Väisänen

    (South Carelian Adult Education Centre Aktiva, Lappeenranta, Finland)

Abstract

The use, potential and challenges of social media in innovation have received little attention in the literature, especially from the standpoint of the business-to-business sector. Therefore, this paper focuses on bridging this gap. The purpose of this paper is to study the use and potential of social media in the innovation context, especially from the perspective of business-to-business companies. The paper starts by defining of social media and Web 2.0, and then characterizes social media in business, social media in the business-to-business sector and social media in the business-to-business innovation process. The paper also studies the essential differences between business-to-consumer and business-to-business in the given respects. Finally the authors present and analyze the results of their empirical survey of 110 respondents from Finnish companies. The results suggest that there is a significant gap between the perceived extensive potential of social media and current social media use in innovation in business-to-business companies. They have also identified potentially effective ways to reduce the gap, and clarify the found differences between B2B’s and B2C’s.

Suggested Citation

  • Hannu Kärkkäinen & Jari Jussila & Jaani Väisänen, 2013. "Social Media Use and Potential in Business-to-Business Companies’ Innovation," International Journal of Ambient Computing and Intelligence (IJACI), IGI Global, vol. 5(1), pages 53-71, January.
    • Handle: RePEc:igg:jaci00:v:5:y:2013:i:1:p:53-71
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    Citations

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    Cited by:

    1. Veronica Scuotto & Gabriele Santoro & Armando Papa & Elias G. Carayannis, 2017. "Triggering open service innovation through social media networks," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(3), pages 21-40.
    2. Jari J. Jussila & Hannu Kärkkäinen & Maija Leino, 2012. "Learning from and with Customers with Social Media: A Model for Social Customer Learning," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 1(1), pages 5-25.
    3. Víctor Jesus García-Morales & Rodrigo Martín-Rojas & Raquel Garde-Sánchez, 2020. "How to Encourage Social Entrepreneurship Action? Using Web 2.0 Technologies in Higher Education Institutions," Journal of Business Ethics, Springer, vol. 161(2), pages 329-350, January.
    4. Tiwary, Nishant Kumar & Kumar, Rishi Kant & Sarraf, Shagun & Kumar, Prashant & Rana, Nripendra P., 2021. "Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward," Journal of Business Research, Elsevier, vol. 131(C), pages 121-139.
    5. Wu He & Feng-Kwei Wang, 2016. "A process-based framework of using social media to support innovation process," Information Technology and Management, Springer, vol. 17(3), pages 263-277, September.
    6. Jan Pawlowski & Markus Bick & René Peinl & Stefan Thalmann & Ronald Maier & Lars Hetmank & Paul Kruse & Malte Martensen & Henri Pirkkalainen, 2014. "Social Knowledge Environments," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 6(2), pages 81-88, April.

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