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

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.