Although various critical elements, such as media publicity, word of mouth, legislation, and environmental factors, are not under the control of a company, they play a significant role in influencing its brand image. Uncertainty over how different social networking sites can support brands is one of the crucial reasons for the delayed acceptance of social media (SM) in business-to-business (B2B) transactions. SM possesses immense potential in relation to gathering customer data and assisting B2B marketers. Therefore, this study reviewed SM usage in the B2B context, based on 294 selected articles. The methodology included bibliometric analysis to identify the impact of SM usage in the B2B domain and content analysis to perform a thematic assessment. Our analysis found that many B2B firms cannot leverage SM’s potential to its fullest compared to business-to-customer (B2C) firms. However, SM can help B2B marketers build their brand presence and trust globally, ultimately helping them find potential customers and build relationships with global supply chain providers.

尽管媒体宣传，口口相传，立法和环境因素等各种关键因素不受公司控制，但它们在影响其品牌形象方面发挥着重要作用。对于不同的社交网站如何支持品牌的不确定性是在企业对企业（B2B）交易中延迟接受社交媒体（SM）的关键原因之一。SM在收集客户数据和协助B2B营销人员方面具有巨大的潜力。因此，本研究基于294条选定的文章，回顾了B2B环境中的SM使用情况。该方法包括文献计量分析，以识别SM使用在B2B领域中的影响，以及内容分析，以进行主题评估。我们的分析发现，与企业对客户（B2C）公司相比，许多B2B公司无法充分利用SM的潜力。但是，SM可以帮助B2B营销人员在全球建立品牌知名度和信任度，最终帮助他们找到潜在客户并与全球供应链提供商建立关系。