Against the Odds: Consequences of Social Media in B2B and B2C

Abstract

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.

Citation

Foroudi, P., Marvi, R., Foroudi, M.M., Ziyadin, S. and Munkhbat, S. (2020), "Against the Odds: Consequences of Social Media in B2B and B2C", Palazzo, M., Foroudi, P. and Siano, A. (Ed.) Beyond Multi-channel Marketing, Emerald Publishing Limited, Leeds, pp. 163-189. https://doi.org/10.1108/978-1-83867-685-820201013