Social media-related tensions on business-to-business markets – Evidence from China

Research output: Journal PublicationArticlepeer-review

12 Citations (Scopus)


Previous research has established the benefits of using social media in support of engagement in business-to-business settings. Yet the study of problems that arise from social media use in business relationships remains limited. Utilizing a dyadic perspective, this study addresses the gap by focusing on tensions in buyer-supplier relationships that arise from social media use. Findings present three dualistic tensions: active engagement anticipated by suppliers versus passive monitoring practices of the buyers; increased transparency through business-to-business social media versus invisibility; as well as tensions between local versus international business-to-business social media engagement practices. The study draws on 52 semi-structured in-depth interviews with senior managers who work in relevant positions at manufacturing firms based in China. By identifying characteristic tensions pertaining to business-to-business social media, this study aims to contribute to research on the ‘dark side’ of business relationships as well as to literature on business-to-business social media engagement.

Original languageEnglish
Pages (from-to)293-306
Number of pages14
JournalIndustrial Marketing Management
Publication statusPublished - Feb 2021


  • Business-to-business social media
  • Dualistic tensions
  • Passivity
  • Social media engagement
  • Tensions
  • Transparency

ASJC Scopus subject areas

  • Marketing


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