A research on the use of social media for marketing purposes in B2B markets

With the heavy increase in the use of the Internet in recent years, social media channels have become a new communication tool for individuals. The fact that the use of social media has become so important for individuals has made it mandatory for businesses to have social media platforms and to regularly manage these profiles. Although the use of social media is very important in industrial markets as in consumer markets, the number of studies in this field is limited. This study aims to contribute to filling this gap in the literature and to contribute to the efficient use of social media by companies operating in industrial markets in Turkey. For this purpose, interviews were held with the officials of 15 companies operating in the industrial market and the social media accounts of the companies were examined. The findings of the research were evaluated by content analysis method. The results of the research reveal that the use of social media in industrial markets provides various advantages to the companies, but a professional social media management and planning is not done by the companies.