Social Media Influencer Marketing: Foundations, Trends, And Ways Forward Electronic Commerce Research
Additionally, it was mentioned that some of the B2B companies use social media as a recruiting tool, and tool which helps to collaborate globally (Andersson and Wikström 2017; Dyck 2010). 1 that social media usage is affected by internal (e.g. attitude towards social media, technical skills of employees) and external factors (e.g. pressure from stakeholders) of the company. Also, the figure depicts the effect of social media on the business (e.g. sales) and society (e.g. customer satisfaction). Keinänen and Kuivalainen…