Social Media as a Business-to-Business Marketing Channel

Promotion and Advertising
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Social Media as a Business-to-Business Marketing Channel
According to Tiwary (2021), social media is not only an effective marketing channel for business to consumer alone (contrary to what people believed in the past) but also an effective platform for B2B. Through social media platforms, a business not only promotes a given brand to other businesses but also forms good working relationships. (Chae, 2020) demonstrates that some of the positive implications of B2B using social media are the ease of earning the trust of other businesses and the ability to retain them with time. Thus, social media marketing, in a significant manner, works in the B2B marketplace.
Additionally, in comparison to other channels of B2B marketing, such as paid search and email marketing, the major focus of social media is on brand development (Tiwary, 2021). As a result, B2B tends to find and retain new business partners via social media platforms. Furthermore, through B2B brands, a business, on so many occasions, has the opportunity to take advantage of the many opportunities that come with using social media. Also, unlike B2C brands, B2B brands’ primary focus is to serve their audience while also presenting themselves as thoughtful i...