Comparing Digital Strategies and Social Media Usage in B2B and B2C Industries in Spain

David López-López, Giovanni Giusti

Research output: Indexed journal article Articlepeer-review

9 Citations (Scopus)


Using 285 responses obtained in a survey of high- and middle-level managers of firms located in Spain and by implementing clustering techniques, we identify differences in the conception and adoption of a digital strategy and the use of social media. A driver for these differences is represented by whether companies are adopting a B2C or a B2B business model. Specifically, B2B companies are slower to generate an overall digital strategy compared to B2C firms. Moreover, B2B firms adopting a digital strategy are prioritizing the use of more professionally oriented platforms (e.g., LinkedIn), while B2C firms are favoring the use of more socially oriented services (e.g., Facebook). Additionally, we find that those B2C companies without a clear digital strategy are nonetheless significantly using social media, particularly social networks, while B2B companies are delaying the use of social media until conceiving a clear digital strategy.

Original languageEnglish
Pages (from-to)175-186
Number of pages12
JournalJournal of Business-to-Business Marketing
Issue number2
Publication statusPublished - 2 Apr 2020


  • B2B
  • B2C
  • cluster analysis
  • Digital strategies
  • digital tactics


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