B2B social media use as a double-edged sword on trust: a social presence theory perspective
Industrial Management & Data Systems
ISSN: 0263-5577
Article publication date: 16 April 2024
Issue publication date: 28 May 2024
Abstract
Purpose
Drawing on the social presence theory, this study aims to explore how supplier–customer social media interactions influence supplier observers’ trust in the customers and what mechanisms contribute to variation in trust experience.
Design/methodology/approach
A total of 36 semi-structured interviews were conducted with Chinese suppliers using WeChat for business-to-business interactions. Data were analyzed in three steps: open coding, axial coding and selective coding.
Findings
Findings reveal that varied trust is based not only on the categories of social presence of interaction – whether social presence is embedded in informative interactions – but also on the perceived selectivity in social presence. Observer suppliers who experience selectivity during social and affective interactions create a perception of hidden information and an unhealthy relationship atmosphere, and report a sense of emotional vulnerability, thus eroding cognitive and affective trust.
Originality/value
The findings contribute new understandings to social presence theory by exploring the social presence of interactions in a supplier–supplier–customer triad and offer valuable insights into business-to-business social media literature by adopting a suppliers’ viewpoint to unpack the mechanisms of how social presence of interaction positively and negatively influences suppliers’ trust and behavioral responses.
Keywords
Acknowledgements
This article was funded by the National Natural Science Foundation of China (Nos. 72101131 and 71972112) and the Zhejiang Soft Science Programme (No. 2022C35003).
Citation
Weng, C., Liu, M.J., Luo, J. and Yannopoulou, N. (2024), "B2B social media use as a double-edged sword on trust: a social presence theory perspective", Industrial Management & Data Systems, Vol. 124 No. 5, pp. 1769-1794. https://doi.org/10.1108/IMDS-01-2024-0008
Publisher
:Emerald Publishing Limited
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