Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art

Literature Review

Social media is crucial to how businesses are becoming more digital. This study offers a thorough
investigation of how business-to-business (B2B) organizations use social media. The current study focuses on a
variety of social media-related topics, including the impact of social media, social media tools, social media use,
adoption of social media use and its hurdles, social media tactics, and gauging the efficacy of social media use.
Through analysis, weight analysis, and discussion of the important findings from prior social media research,
this study offers a useful synthesis of the pertinent literature on social media in a B2B environment. The study's
conclusions can be utilized as a framework to teach social media to academics and professionals alik, and
communities as a result of digitization (Sivarajah et al. 2019; Westerman et al. 2014). Web is developed from a
tool used to provide passive information into the collaborative web, which allows and encourages active user
engagement and contribution. If before social networks were used to provide the information about a company
or brand, nowadays businesses use social media in their marketing aims and strategies to improve consumers’
involvement, relationship with customers and get useful consumers’ insights (Alalwan et al. 2017). Business-to-
consumer (B2C) companies widely use social media as part of their digital transformation and enjoy its benefits
such as an increase in sales, brand awareness, and customer eng agement to name a few (Barreda et al. 2015;
Chatterjee & Kar 2020; Harrigan et al. 2020; Kamboj et al. 2018; Kapoor et al. 2018).

As a result of how the Internet has altered social communications and behavior, new channels and
platforms for communication have emerged (Ismagilova et al. 2017). Social media is crucial to the business's
digital transformation. According to Sivarajah et al. (2019) & Westerman et al. (2014), the phrase "digital
transformation" describes the worldwide accelerated process of technical adaption by businesses and
communities as a result of digitization. The web evolved from a tool for passive information delivery into a
collaborative environment that permits and encourages active user participation. Unlike in the past, when social
networks were used to convey information about a company or brand, businesses increasingly employ social
media as part of their marketing plans to increase consumer engagement, build stronger customer relationships,
and increase sales.]

As a result of digitization, businesses and communities have seen changes (Sivarajah et al. 2019;
Westerman et al. 2014). A medium for passive information delivery, the web has evolved into a collaborative
platform that allows and promotes active user participation. Before, social networks were used to share
information about a business or brand; today, businesses use social media as part of their marketing strategies to
increase consumer engagement, build stronger customer relationships, and gather insightful data from their
target market (Alalwan et al. 2017). Business-to-consumer (B2C) organizations frequently use social media as
part of their digital transformation and profit from its advantages, such as an increase in sales, brand exposure,
and customer interaction to mention a few (Barreda et al. 2015; Chatterjee & Kar 2020; Harrigan et al.

Social media is described as "the technological component of the communication, transaction, and
relationship building functions of a business that leverages the network of customers and prospects to promote
value co-creation" (Andzulis et al. 2012, p. 308). This definition comes from marketing and sales research.
Industrial buyers explore the market, compare products, and develop relationships with salespeople while
making purchases via social media (Itani et al. 2017). Due to social media's ability to facilitate open, extensive
contact and cooperation between them (Rossmann & Stei 2015), the way in which buyers and sellers interact
has altered (Agnihotri et al. 2016). According to Agnihotri et al. (2012) & Tedeschi (2006), social media plays a
key role in fostering relationships between businesses and their customers. Consumers are more closely
connected to businesses, which increases their knowledge.
Customers are getting more aware and relying less on conventional selling strategies as a result of
digitization (Ancillai et al. 2019). Consumers are using social media more frequently and relying more on
digital resources during the purchasing process. For instance, 82% of respondents to a B2B buyer survey
reported that social media material influences their decision to buy significantly (Ancillai et al. 2019; Minsky
and Quesenberry 2016). As a result, B2B salespeople and traditional sales firms are under a lot of pressure from
these shifts in consumer behavior (Ancillai et al. 2019). Some studies assert that social media can be used in
sales to create productive dialogues with customers by using data from significant B2B enterprises and
consultancy reports (Ancillai et al. 2019; Kovac 2016;
https://rdcu.be/c7X73

SOCIAL MEDIA'S IMPACT ON BUSINESS & COMMUNITY

Innovations and technology are pervasive, and they are affecting society with every fast change it goes
through itself. We're seeing a tremendous change by means of the Internet and the ascent of social media. Truth
be told, social media is ready to change society in a much more essential way. Regardless of whether one is a
CEO, the leader of a country or a plebeian, every little thing around one is via social media: individuals’ data,
personal information, different preferences, and other everyday exercises.

This paper will cover most of the parts and aspects of social media with its positive and negative impact.
Zero in is on the specific field like business, education, society and youth. Keywords: Business Growth, Social
Media, Social Media Addiction, Traditional Media.

Now a day’s social media has been the significant piece of one's life from shopping to electronic mails,
training, education and a business tool. Social media assumes an imperative part in changing individuals' way of
life. Social media incorporates person to person communication destinations and websites where individuals can
without much of a stretch interface with one another. Social media is a stage for individuals to examine and
debate their issues and feelings. Social media has been chiefly characterized to allude to "the numerous
moderately modest and generally available electronic instruments that encourage and facilitate anybody to
Academy of Strategic Management Journal Volume 20, Special Issue 2, 2021 Marketing Management and
Strategic Planning 2 1939-6109-20-S2-24 publish and get to data, team up on a typical exertion, or fabricate and
build a relationship". The blast of social media services during the most recent couple of years keeps on
essentially affecting publicizing, as shoppers' dependence word of mouth in the decision-making process either
from people they know or online consumers they don't, has expanded altogether. Social media is not, at this
point simply a stage for social connections. (Zamil, Abu-AlSondos & Salameh, 2020) (Slim & Hafedh, 2019)
has indicated in their study that Facebook could be an effective platform for language learning. Therefore,
comes to explore the effects of Facebook-assisted teaching on learning English for specific purposes by students
at the University of Tabuk, Saudi Arabia. A sample of 64 students from the Faculty of Business Administration,
However, no significant difference between the two groups was found in terms of achievement despite the
positive response and the high satisfaction level the Facebook-tutored students showed towards the use of such
a platform. (Flanigan & Obermier, 2016) stated in their study that the way B2B companies use social media
continues to evolve as technology improves and as demographics continue to change. The industrial distribution
market sector is no different than many other markets in that the industry continues to search for ways to reach
out to both existing and new customers.
Topical performance in social Academy of Strategic Management Journal Volume 20, Special Issue 2,
2021 Marketing Management and Strategic Planning 3 1939-6109-20-S2-24 media is the number of Topics in
articles posted to social media getting like, share, comment etc.
With various fields its impact is distinctive on individuals. Online media has expanded the quality and pace of
cooperation for understudies. Business utilizes social media to improve an organization’s exhibition in different
manners, for example, to achieve business goals, increasing annual sales and deals of the organization.
Level of customer satisfaction on small online food businesses opened during the pandemic in south of
Metro Manila: Basis for enhancements for small online food businesses
This study is in response of the current global pandemic situation that is affecting the small online food
businesses. The jobs of the people are heavily affected because of this pandemic as the government, as well as
other foreign countries, to follow social distancing and to coordinate well with the national lockdown. Since the
lockdown demands social distancing many people who have been laid off or are unemployed planned on
opening their own small online food business to keep a stable income during this time. Not only that but at this
point many people are now following the new normal which is “Online”. Every store nowadays is now setting
up their virtual version of their store in order to still reach out from their customers. But the question is are
people satisfied or ready for the new normal. The study utilized a mixed method of quantitative, qualitative
design, and descriptive data collection and analysis. The participants of the study are people who have
purchased at least 2 orders or more in the selected online food business in the past 12 months. The study
includes at least a total of 75 respondents. These were divided into 25 respondents per small online food
business. The results of the data gathered of the study showed that the customers/respondents were highly
satisfied with the overall price, quality, and service of the selected small online food business they purchased
from. Considering the fact, they mention their problems encountered. The respondents still gave a positive
feedback about the overall performance of the selected small online food business, from price, quality, and
service. The problems they have encountered mentions the following: delivery fee, delivery time, quality of
food products after being delivered, seller is late to reply, no delivery option available only for pickup, the
hassle to order online, products are not available, and wrong orders receive. The output of the study is an Action
Plan for the Improvement of Small Online Food Businesses.

. Today, online business has been recognized by the people as a reliable source of purchasing, browsing,
and even starting their own business. But there are people who have experienced a negative approach to it and
people who are still skeptic about the trend. Having a standard for online business in the country will help
people rely on it without consuming too much of their time going outside and will also help existing businesses
be recognized by the people positively. Nowadays, online businesses’ rose to fame when shopping software
applications were released through the people’s mobile phones. Not only that, but even restaurants nationwide
have been offering online deliveries including online transactions. These businesses' goal is to bring their
products to their valued customer’s' comfort homes without having to travel. The consumer’s satisfaction on
selected small online food businesses will determine the reputation and the major standing of online business.
Factors have been identified that price, quality, service determines customer’s satisfaction. Price is an utmost
importance in every business as it personifies yet defines what kind of business that is. According to Hanaysha
(2016), Price has widely been accepted as an important marketing factor that influences consumer behavior.
While brands put high efforts to exploit their business profits typically based on the price of their product or
services, consumers tend to search for the best priced products and services which would deliver maximum
values for them. Quality has always been a factor for pricing as it evaluates the worth of an object. In the food
business industry quality is both determined by the maker and the consumer. According to Kannan (2017), food
quality is by all accounts acknowledged as a central part to fulfil restaurant customers; be that as it may, it has
been regularly ignored in restaurant benefit quality and satisfaction contemplates. Last variable is determined as
service which evaluates the convenience of the customer’s experience towards the small online food business.
According to Tomacruz & Flor (2018) food delivery in the Philippines is considered a major alternative to
dining out and preparing meals at home for families who want a respite from home-cooked meals and cannot
endure the inconveniences of dining out. Recent developments have contributed to this phenomenon. Due to the
pandemic crisis that is currently happening, small online food businesses have become a huge trend because of
the convenience it provides towards consumers. Because of the social distancing protocol that the world is
practicing many small online food businesses have opened because it would help them receive extra income as
well as to make a name for their business to be known when the pandemic has ended. According to Sanchez
(2020) she found out by 2017, 64.

Operational Strategies of Online Food Delivery Businesses

This research determined the operational strategies of online food delivery businesses. It assessed the
profile of the online food delivery businesses in terms of number of riders, initial capitalization, form of
business organization, commonly used digital platform and average weekly deliveries; the operational strategies
being implemented and the problems encountered on the aspects of resources and processes. The operational
strategies of online food delivery businesses include: monitoring of riders’ performances, use of cellular phones,
desktop, tablet and laptop for monitoring customer needs; optimizing marketing budget through utilization of
low-cost marketing campaigns and promotions; promotion using various social media platforms; and updating
customers with their transactions from time-to-time via chat or Short Message Service (SMS). The problem
encountered by online food delivery businesses is threat of new entrants. The study recommended for food
delivery business owners to revisit the human resource plans and create operations manual to provide clear
guidelines and processes in implementing their operational strategies which are significant to their daily
operations.

Online Food Delivery Businesses, Operational Strategies, Resources and Processes

In a global perspective, businesses aim to remain competitive and sustainable that is why they continue to
evolve and adapt to the changing business landscape. One of the ways to maintain sustainability is to strengthen
their operational strategies. According to Raounas (2021) operational strategies involve crafting and delineating
a firm’s business strategy and developing strategic activities
and operational plans, aiming at enabling customer to successfully enforce overall strategy for their businesses.
In addition, food delivery businesses, just like other types of enterprises, operate using sets of strategies and
their operational strategies are the drivers of a company’s success. It is a part of a business overall strategy, and
both are crucial for an organization to compete in a dynamic business environment (Eby, 2017). The trend
nowadays are availing delivery services to get things done promptly and expeditiously. These are businesses
comprised of a team of employees that deliver work or assist in completing task for the benefit of its customers
(Hill, 2019). In the Philippines, the operations of online delivery businesses is supported and governed by the
Republic Act No. 8792 also known as an act providing for the recognition and use of electronic commercial and
non-commercial transactions, penalties for unlawful use and other purposes. It is where the state acknowledges
the indispensable role of information and communications technology (ICT) in the development of the nation;
the topmost responsibility of the private sector in contributing investments and services in ICT; the demand to
create, with suitable training programs and organizational policy changes, human resources for the information
age, a labor force proficient in the use of ICT and a population capable of operating and employing electronic
appliances and computers; to guarantee system security, connectivity and neutrality of technology for the
national benefit. Only few online food delivery services were actively operating even before the COVID-19
outbreak.Other delivery businesses that followed and offered the same services such as Pilivery Graces, Daet
Entrega, Daet Cu Tie Delivery, Daet Pabili, Daet Pabakal, Go Papa, among others. The increasing number of
competitors triggered each of them to focus on the marketing strategies to maintain their customers and attract
more. The surge on demand during peak hours forced them to decline orders of some customers thereby
compelling them to transfer to other delivery businesses. This has caused each of them to struggle with their
operational strategies in order to stay in the industry. Some of them had lesser customers due to a high
difference between delivery fees (P45 versus P30). Others have a more active social media account as their
main promotional platform. They also have to compete with each other on the favors of restaurants and
establishments based on the number of deliveries made. These situations led this research to determine their
operational strategies to be able to provide additional literature on their business existence in the new normal.

Analysis of Online Food Delivery Platform and their impacts on sustainability

The benefits of online food delivery (FD) during the global COVID-19 outbreak in 2020 are clear since
it makes it easier for consumers to get prepared foods and keeps food providers open for business. But, the
internet FD is not without its critics, with instances of consumer and restaurant boycotts. Thus, it is necessary to
reflect and evaluate the wider impacts of online FD, and what they entail for the stakeholders concerned.
Utilizing the three pillars of sustainability as a lens through which to assess impacts, this review presents the
most up-to-date research in this sector, demonstrating a plethora of good and bad mplications. From an
economic perspective, while online FD provides job and sales opportunities, it has been criticized for the high
commission it

The global rise of e-commerce is being driven by economic growth and rising internet penetration. With
rising disposable income, more dependable electronic payments, a wider variety of vendors, and larger delivery
networks, consumers are using online services more frequently. Online to offline (O2O) is a form of e-
commerce where consumers are drawn to a product or service online and urged to complete a transaction in an
offline location. Online food delivery (online FD) platform utilization is one area of O2O commerce that is
growing quickly. Worldwide, the growth of online FD has altered how many customers and food suppliers
interact, and this transformation has had an influence on sustainability.

The Effects of Online Review Platforms on Restaurant Revenue, Consumer Learning, and Welfare.

In this study, the effects of online review sites on restaurant sales and patron welfare are quantified. I
demonstrate that online review systems assist consumers in learning more rapidly about restaurant quality using
a novel data set containing revenues and details from significant online review platforms in Texas. Restaurant
sales reflect the results of learning. The revenue of a high-quality independent restaurant increases by 5%–19%
when review activity is doubled, but it declines by a similar percentage for low-quality restaurants. Between
restaurants, these impacts differ significantly. Reviews are more helpful to travelers, as evidenced by the fact
that restaurants near highway exits are affected by them twice as much as those in non-highway regions.
Reviews are more helpful to tourists and travelers than to residents, as seen by the fact that restaurants near
highway exits are impacted twice as much as those in non-highway locations. As restaurants get older, the
impacts also get less, which is in accordance with how little value knowledge has as a learning tool. Chain
restaurants, on the other hand, are impacted far less than independent restaurants. I create a structural demand
model with aggregate social learning based on this findings. Online review sites improve consumer welfare far
more for tourists than for natives, according to counterfactual analysis. Online review platforms raised the total
sector revenue by 3.0% between 2011 and 2015 by encouraging consumers to eat out more frequently at high-
quality independent restaurants.

A Critical Overview of the Impact of Social Media on Online Small Businesses Owned and Run by
Women Entrepreneurs: A Case Study of London-based Female Entrepreneurs
 The study will look at how social media affects online small companies owned and operated by women
entrepreneurs, with a focus on those in London. While awaiting approval from the university to conduct this
area of research, the work is a proposal for a PhD. Researcher chosen to write this article as a part of initial
investigations into the problems with online social media for small enterprises owned and operated by women
entrepreneurs. The impact of social media on female entrepreneurs, their experiences, and their perceptions of
how it affects their business operations and performance were investigated using a combination of study
approaches. The expansion of social media as a result of innovative technological advancements has made it
possible for business owners to conduct their operations successfully online. As a result, an increasing number
of female business owners are moving their enterprises online and doing away with the traditional brick-and-
mortar business model.

The process of starting a business is something to think about, and social media has a big role to play in
assisting entrepreneurs in their efforts. Determination and the ability to manage several obligations are key
components of the path to achieving business ownership aspirations. As stated in Determine to Achieve by
Achinewhu-Nworgu (2014), there are now more options for people to advance in their education, carve out a
successful profession for themselves, and lead happy personal and interpersonal lives. It is necessary to
investigate and take advantage of these chances. In spite of this, difficulties always accompany opportunities.
We may face challenges and advantages as a result of our desire to own a business. Because of the difficulties
of starting a firm at a young age and with little expertise, women entrepreneurs may face more difficulties. The
experience of being an entrepreneur has also prompted the need for this research to share the journey and
encourage the women with similar ambitious careers that the journey is worth pursuing despite the challenges of
owning and running businesses. The research will aim to progress previous work in women's entrepreneurship.
However, the focus of this work will be exploring the impact of social media in supporting female entrepreneurs
in effectively running their own online businesses.
Analyzing the Impact of Social Media On Different Businesses in the Last decade

The popularity of social media has led to the opening of a new avenue – digital marketing, which uses different
digital platforms to promote a product or service. Social media marketing is a part of the digital marketing
umbrella that markets products & services on social media platform

Popular brands like Citi Bank & Walmart have included social media marketing in their marketing plan.
Simultaneously, many brands are contemplating adding digital marketing to their promotional and advertising
strategies while most of them have already added it. There are many positive and negative impacts of social
media on businesses, which we’ll discuss later in the article. Furthermore, we will evaluate the impact of social
media on hospitality, restaurant businesses, and other industries.

What is the Impact of Social Media on Businesses?

With more than 4.5 billion people using the internet worldwide, business organizations have found digital
marketing a potential advertising tool that can help them reach their target audience effectively. From restaurant
recommendations to grammar lessons, people use the internet to find solutions to their problems. Here’s how
social media is impacting businesses.

1. Brand loyalty

Every business strives to reach a state where customers choose their brand over competitors sheer out of trust.
Brand loyalty is a state where the customers have complete faith in the brand, & they purchase the product or
service without any persuasion. Brand loyalty occurs when a company forms a fruitful and honest relationship
with its consumers.

Social media offers a platform for a company to interact with their customers & form a sacred bond, making
social media marketing an important part of digital marketing. It eliminates the middlemen (retailer, wholesaler)
between brand and customer, making communication precise & Clear.

2. Easy communication

Initially, brand-customer interaction was limited to a yearly event hosted by the company to launch their new
products. However, with the advent of social media, brand & customer interaction has become more frequent,
easy, and quick. Today, customers can reach out to their brand through social media platforms like Facebook,
Twitter, Instagram, etc. Besides sharing grievances, customers can provide real-time feedback about a product
or service without a hassle.

3. Difficult to erase the effects of an offensive post

Nothing can be clocked on the internet. For instance, a hurtful tweet or post shared by a brand on social media
cannot be erased from the collective memory of customers because the recall value of social media users is
more than other mediums. As a result, many businesses suffer losses due to these blunder some activities on
social media.
4. Increased customer power

In social media marketing, the customer has more power over the brands. Customers have a voice that resonates
with the masses. Social media gives customers the ability to publicly share their views about a product without
the fear of trial. It takes away the power of influence from businesses and empowers customers. So, while
promoting their product or services online, brands need to be more conscious.

5. Attract a bigger audience

Social media is a platform that everyone across the globe uses. Social media marketing enables you to attract
customers from different parts of the world, helping your business expand globally with less set-up cost,
proving to be a cost-effective digital marketing technique. Moreover, the platform transcends boundaries and
connects you to your customers.

6. Competition

Social media marketing is a competitive industry that pushes everyone to do their best. It also encourages
brands to work effectively and productively to attract maximum customer attention.

7. Creates word of mouth

Social media helps in spreading the word about a business quickly & effectively. Quadratics (a business firm),
in research, revealed that 72% of people read online reviews before purchasing a product or service. So,
businesses can leverage word of mouth to increase their sales & form a special bond with new customers.

8. Reducing marketing & promotional costs

Social media marketing applies the concept of targeted marketing & advertising; therefore, it creates maximum
brand awareness among the target audience at less cost. It also reduces operating costs and increases the profit
margin of the businesses.