INDEK Working Paper Series,
Royal Institute of Technology, Department of Industrial Economics and Management

Abstract: The advent of social media as a modern communication tool has been extensively studied in the B2C domain; however its use as a communication platform in the B2B sector has thus far been under researched. This paper will examine two cases of global corporations headquartered in Stockholm including Ericsson and Scania that will demonstrate different approaches to the social media communication paradigm. The inclusion of these techniques in the classical communication theory will be necessary as online communication’s role is inevitable in B2B and B2C context nowadays. The study reveals that just as social media has proved to be advantageous in the B2C market, the same advantages exist within the B2B realm. The study emphasizes on different possible social media strategies adopted by the B2B firms, the individual’s role reached by social media in the B2B sector, and the benefit achieved by integrating social media into events and tradeshows. With the proper application of the correct communication strategy it is hypothesized that an increase in business and benefits will follow, this will be examined from the perspective of the two case studies.

Keywords: Social media; marketing communication; B2B; communication strategy; case studies

JEL-codes: D83; M15; M31

19 pages, November 18, 2014

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