International Research journal of Management Science and Technology
ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST
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IMPACT OF SOCIAL MEDIA ON B2B PURCHASING
1 Author(s): NITIKA AGGARWAL
Vol - 6, Issue- 4 , Page(s) : 36 - 48 (2015 ) DOI : https://doi.org/10.32804/IRJMST
Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New research finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online professional networks (e.g., LinkedIn) are the number 1 information preference of buyers.