author(s)
Gopala KN and Kavya BM

abstract
The quantitative study exploring the impact of social media on B₂B marketing dives deep into how digital platforms are transforming modern B₂B interactions. It highlights key areas like brand awareness, customer engagement, and marketing performance. Over the last ten years, social media has become increasingly important as B₂B companies realize its potential—not just for sharing information, but for creating interactive communication, building trust, and opening doors to global markets, all while cutting down on traditional marketing expenses. This research fills important gaps in existing literature, which has often focused more on Business-to-Consumer (B2C) scenarios. It systematically reviews and evaluates social media strategies among a range of medium-to-large B₂B organizations. Using quantitative methods like surveys and engagement metrics analysis, in this study the researcher is conveniently selecting 80 respondents to objectively measures the direct effects of social media on brand awareness and customer engagement. The findings reveal a significant link between the frequency and quality of social media activity and increased brand visibility, with content relevance and originality standing out as key factors driving customer interaction and sharing. Social media encourages two-way conversations, enabling B₂B marketers to gather valuable feedback, tailor their offerings, and strengthen loyalty and business relationships more effectively than traditional methods. Additionally, the analysis shows that platforms like LinkedIn and Twitter play a crucial role in networking, lead generation, and maintaining a unique brand presence in competitive global markets. Despite facing challenges such as limited resources and knowledge gaps about effective usage, the evidence indicates that B₂B firms that strategically invest in social media see tangible increases in sales leads, client acquisition rates, and overall marketing ROI. The study wraps up by highlighting that bringing social media into B₂B marketing isn’t just a nice-to-have; it’s absolutely crucial. It encourages marketers to focus on creating relevant, consistent, and engaging content online, while also using analytics to fine-tune their results. In the end, this research offers valuable, data-driven insights for both scholars and industry professionals about best practices, the hurdles they might face, and how social media is becoming a key player in driving value, managing relationships, and maintaining a competitive edge in B₂B marketing.