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Benefits of Social Media in Business-to-Business Customer Interface in Innovation

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Original languageEnglish
Title of host publicationProceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, September 29-30, 2011, Tampere, Finland
EditorsArtur Lugmayr, Heljä Franssila, Christian Safran, Imed Hammouda
Place of PublicationTampere
ISBN (Print)978-1-4503-0816-8
Publication statusPublished - 2011
Publication typeA4 Article in a conference publication

Publication series

NameInternational Academic MindTrek Conference


The aim of this research is to explore social media and its benefits especially from business-to-business innovation and related customer interface perspective, and to create a more comprehensive picture of the possibilities of social media for the business-to-business sector. Business-to-business context was chosen because it is in many ways a very different environment for social media than business-to-consumer context, and is currently very little academically studied. A systematic literature review on B2B use of social media and achieved benefits in the innovation context was performed to answer the questions above and achieve the research goals. The study clearly demonstrates that not merely B2C’s, as commonly believed, but also B2B’s can benefit from the use of social media in a variety of ways. Concerning the broader classes of innovation –related benefits, the reported benefits of social media use referred to increased customer focus and understanding, increased level of customer service, and decreased time-to-market. The study contributes to the existing social media –related literature, because there were no found earlier comprehensive academic studies on the use of social media in the innovation process in the context of B2B customer interface.

Publication forum classification

Field of science, Statistics Finland

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