Engaging with Customers on Social Media: Insights from Business-to-Business Companies

Social media are an important part of a company’s ability to directly engage with customers. However, the lack of an established definition of engagement creates challenges for scholars and practitioners attempting to assess return on investment derived from social media marketing. In addition, limited scholarly literature exists regarding how B2B customers specifically react to social media. To enhance understanding of how a B2B company’s social media activity affects customer engagement, this manuscript will examine social media utilization and customer response.