B2B Social Media Strategies and Their Impact: An Inquiry on Agri-Exporter’s Perception of Sri Lanka

Abstract

B2B social media strategy has become a critical pillar of modern marketing, especially for businesses operating in global markets where competition and collaboration transcend geographic boundaries. The interconnected nature of industries like exports necessitates innovative and dynamic marketing approaches to establish and sustain relationships across diverse cultures and markets. Social media marketing, traditionally seen as a tool for B2C engagements, has gained increasing importance in the B2B sector, providing businesses with platforms to communicate, engage, and build trust with partners, suppliers, and clients. This shift underscores the growing relevance of digital transformation in fostering strategic connections within export-driven industries. This study investigates the impact of B2B social media marketing strategies on the perceptions and decision-making processes of exporters, particularly within Sri Lanka’s Agri-export industry. Grounded in the constructivist research paradigm, the study adopts a deductive approach, utilizing established theories and models to analyze the data and uncover actionable insights. The study employs a structured questionnaire survey consisting of 26 carefully designed questions to collect data from a sample of 176 exporters. By focusing on exporters in the Agri-export sector, the research delves into a critical segment of the Sri Lankan economy, known for its reliance on global trade and competitive markets. This study found a novel finding as there is a positive impact of B2B social media strategies on exporters' perceptions in the agri-export industry in Sri Lanka. Thus, the strategy of enhancing brand presence through integration is the most influential factor shaping exporters' perceptions. The findings validate the proposed conceptual model, offering a deeper understanding of how social media strategies influence exporters' perceptions, enhance their brand visibility, and contribute to long-term relationship-building. The main limitation of this research is its focus on a limited sample of Sri Lanka, Export Development Board-registered agricultural exporters due to time constraints. Further, the small sample size limits the generalizability of the study’s findings. The research highlights significant implications for industry stakeholders, providing a roadmap for leveraging social media as a tool for competitive advantage. It also opens avenues for future research to explore the evolving dynamics of digital marketing in the B2B export landscape.