Abstract

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THE ROLE OF SOCIAL MEDIA IN BUSINESS-TO-BUSINESS RELATIONSHIP MARKETING

Nur Amalina Mohamad Zaki, Mitchell Ross, Scott Weaven, Wei Shao


The evolution of internet has made social media one of the most important media for business-to-business (B2B) commerce. Despite the increasing trends of social media utilization among businesses, studies into social media is limited and place greater focus on the business-to-consumer (B2C) relationships rather than on the B2B relationships. Hence, the objective of this study is to assess the role of social media in B2B relationship marketing. This paper outlines one main research question and four research