Analysis for the utilization of social media in a Swedish-based SME’s business network : A case study on the service-based startup

Social media (SM) is an innovative strategy used to develop new forms of communication channels and platforms. This has led to a positive transformation in the marketing strategy for both small-and-medium enterprises (SMEs) and large enterprises. There has been a lot of research conducted on the utilization of SM by Business-to-Consumer (B2C) marketing. However, the use of SM in Business-to-Business (B2B) marketing has not been explored as much in comparison to B2C marketing. The aim of this study is to understand the role of SM channels in B2B service-based SMEs, while also analyzing the challenges and opportunities incorporated by the integration of the SM platforms and the impact it has on B2B relationships. Our research builds on the Industrial Marketing and Purchasing (IMP) related “Activities-Resources-Actors (ARA) Model” and the interconnection between the three layers to understand and analyze the utilization of SM. This study takes a qualitative case study approach to answer the research question formulated in this study by conducting semi-structured interviews. The interviewees included five respondents: two from the focal company and three from their existing business networks. From the findings, three themes were formulated to understand and analyze the data collected: Adoption decision of SM channels in the case SME and the network firm, Collaboration process with the business customers, and Content co-creation. Based on the findings we conclude that SM is an emerging tool for SMEs to incorporate it in their marketing strategy. It can help the firm to improve the bonds between the actors within the organization as well as with their customers and networks. However, the successful utilization of SM in SMEs depends on the commitment of SMEs to incorporate SM tools effectively in their operations. This can be achieved by the “Hybrid approach” by integrating SM communication with the conventional modes of communication for B2B marketing.