Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward

Although various critical elements, such as media publicity, word of mouth, legislation, and environmental factors, are not under the control of a company, they play a significant role in influencing its brand image. Uncertainty over how different social networking sites can support brands is one of the crucial reasons for the delayed acceptance of social media (SM) in business-to-business (B2B) transactions. SM possesses immense potential in...