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Social media use and potential in business-to-business companies' innovation

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


Original languageEnglish
Title of host publicationProceedings of the 14th International Academic MindTrek Conference: Envisioning Future Media Environments, Tampere, Finland, 6.-8.10.2010
EditorsArtur Lugmayr, Heljä Franssila, Olli Sotamaa, Christian Safran, Timo Aaltonen
Publication statusPublished - 2010
Publication typeA4 Article in a conference publication


Social media use, potential and challenges in innovation have received little attention in literature, especially from the standpoint of the business-to-business sector. Therefore, this paper focuses on bridging this gap with a survey of social media use, potential and challenges, combined with a social media - focused innovation literature review of state-of-the-art. The study also studies the essential differences between business-to-consumer and business-to-business in the above respects. The paper starts by defining of social media and web 2.0, and then characterizes social media in business, social media in business-to-business sector and social media in business-to-business innovation. Finally we present and analyze the results of our empirical survey of 122 Finnish companies. This paper suggests that there is a significant gap between perceived potential of social media and social media use in innovation activity in business-to-business companies, recognizes potentially effective ways to reduce the gap, and clarifies the found differences between B2B’s and B2C’s.

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Field of science, Statistics Finland

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