A Literature Review on the Influence of Social Media on Business

This literature review examines the influence of social media on internal and external business communication by analyzing several research articles. The review covers topics such as the utilization of social media in business-to-business relationships, factors influencing the adoption of social media marketing by SMEs, the impact of social media applications on B2B communication and business performance, content creation in social media by B2B companies, and the online practices and digital media perceptions of communication practitioners in Europe. Key findings across the studies highlight the importance of social media in modern business communication, its role in enhancing individual interactions, and the challenges and opportunities it presents for businesses of all sizes. The review also points out the need for businesses to strategically manage their social media presence, train employees on content generation, and address concerns related to information control and security.

Running head: INFLUENCE OF SOCIAL MEDIA
Influence of social media:
Internal and external business communication
Name of the student:
Name of the university:
Author note

1INFLUENCE OF SOCIAL MEDIA
Jussila, J.J., Kärkkäinen, H. and Aramo-Immonen, H., 2014. Social media utilization in
business-to-business relationships of technology industry firms. Computers in Human
Behavior, 30, pp.606-613.
In the article, ‘Social media utilization in business-to-business relationships of
technology industry firms’, Jussila, Kärkkäinen and Aramo-Immonen (2014) has highlighted
modern understanding about the strengths and threats of using social media in external business-
to- business communication. The usefulness of social media in business communication is a
highly contradictory topic. The research was carried out with the aim of improved understanding
of the dominant challenges and features of social media in association with B2B. While carrying
out this research, the usage of social media was discovered among the companies of different
sizes with similar turnover. This paper was important in bridging the gap in those areas, which
got less attention such as opportunities and challenges. The sample was composed of 125 B2B
companies in the technological industry of Finland. The research findings have explored several
uses of external social media, which were considered significant in business- to- business
communication. It has also focused on statistically important correlations between the use of
social media and its strength. Future research will provide the way for recognizing the probable
way to reduce the gap between potential and use of social media.
Dahnil, M.I., Marzuki, K.M., Langgat, J. and Fabeil, N.F., 2014. Factors influencing SMEs
adoption of social media marketing. Procedia-social and behavioral sciences, 148, pp.119-
126.
The article, ‘Factors Influencing SMEs Adoption of Social Media Marketing’ by Dahnil
et al. (2014) has highlighted the use of social media among the small and medium enterprises.

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Social media communication is a modern innovative tool for communicating in the business
sector. The use of social media marketing by getting hold of a new tool in the organization and in
the small and medium enterprises is gaining global popularity. It has the benefit of providing
new opportunity to the researches and marketers for putting an impact. The research was carried
out to serve the purpose of to go through the academic paper consisting of those factors, which
enhance implementation of social media marketing in the small and medium enterprises and
other organizations. The significance of this particular research was in the form of evaluating the
various types of research required for additional benefit in the relevant sphere of social media
marketing. This research has provided the opportunity for further studies to build up an optimum
balance in the present scenario of international social media marketing adoption.
Wang, W.Y., Pauleen, D.J. and Zhang, T., 2016. How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management, 54, pp.4-14.
Wang, Pauleen and Zhang (2016) have stated in the article ‘How social media
applications affect B2B communication and improve business performance in SMEs’ that social
media applications are increasingly used for boosting up individual communications. As per the
company situations, these applications are used as a network of communication with the
customers. However, there were hardly any previous studies conducted for scrutinizing the use
of the applications. For conducting this research, a model based on Media Synchronicity Theory
was used to present the primary empirical studies to find out the relationship among capabilities
possessed by the application and B2b communication and business performance. To serve the
purpose of this research, five case studies were used which were based on personal interaction
with the managers of the small and medium enterprises. The collected data was evaluated to get

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the required outcome and the findings of the research provided assurance about the capabilities
of the social media applications according to the theory. It was concluded from the findings of
the research that there is a missing capability of social media application such as information
control and security. It will pave the way for further research by adding a potential model as an
added benefit of the theory.
Huotari, L., Ulkuniemi, P., Saraniemi, S. and Mäläskä, M., 2015. Analysis of content
creation in social media by B2B companies. Journal of Business & Industrial
Marketing, 30(6), pp.761-770.
‘Analysis of content creation in social media by B2B companies’ by Huotari et al. (2015)
was based on the research which was aimed at finding the ways by which B2B marketers can
have an impact on generating content for social media. It is an emerging tool in B2B marketing
due to their part in individual interaction and relationship in the business environment. However,
the gap in the research was created because it has not looked into the matter from a business- to-
business marketing viewpoint. The research findings have highlighted that the B2B companies
are getting involved in social media to stress on their marketing efforts. Additionally they should
also think about the roles and activities of different internal and external users. The research
findings have stressed on the impact of the B2B companies on the content generation of social
media by allowing new content in the participatory discussions and deleting the content of
corporate user accounts. It has put a control on the social media behavior of the employees by
training them on the generation of favorable content for the company.

4INFLUENCE OF SOCIAL MEDIA
Moreno, A., Navarro, C., Tench, R. and Zerfass, A., 2015. Does social media usage matter?
An analysis of online practices and digital media perceptions of communication
practitioners in Europe. Public Relations Review, 41(2), pp.242-253.
Moreno et al. (2015) has mentioned in the article that a major aspect of realizing and
describing online communication is the primary level of communication used by the social
media experts and practitioners. Their general attitudes towards digital platforms were focused
while carrying out this research. A quantitative method was used in this research among a sample
of 2710 communication professionals in 43 European countries by an online survey. The
research findings have highlighted that the experts with a better level of social media usage put
more focus on the social media networks, effect of social media on internal and external
stakeholders and significance of prime gatekeepers and stakeholders.

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Bibliography
Dahnil, M.I., Marzuki, K.M., Langgat, J. and Fabeil, N.F., 2014. Factors influencing SMEs
adoption of social media marketing. Procedia-social and behavioral sciences, 148, pp.119-126.
Huotari, L., Ulkuniemi, P., Saraniemi, S. and Mäläskä, M., 2015. Analysis of content creation in
social media by B2B companies. Journal of Business & Industrial Marketing, 30(6), pp.761-770.
Jussila, J.J., Kärkkäinen, H. and Aramo-Immonen, H., 2014. Social media utilization in business-
to-business relationships of technology industry firms. Computers in Human Behavior, 30,
pp.606-613.
Moreno, A., Navarro, C., Tench, R. and Zerfass, A., 2015. Does social media usage matter? An
analysis of online practices and digital media perceptions of communication practitioners in
Europe. Public Relations Review, 41(2), pp.242-253.
Wang, W.Y., Pauleen, D.J. and Zhang, T., 2016. How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management, 54, pp.4-14.