EXPLORING THE IMPACT OF SOCIAL MEDIA ENGAGEMENT ON B2B SALES: THE MEDIATING ROLE OF CLIENT TRUST AND MODERATING ROLE OF ORGANIZATION SIZE

Abstract

This study explores the impact of social media engagement on Business-to-Business (B2B) sales, focusing on the mediating role of client trust and the moderating influence of organization size. As businesses increasingly integrate social media into their operations, the dynamics of client interaction and sales performance are evolving. Social media platforms enable B2B firms to reach a global audience, enhancing visibility and client relationships. However, the direct link between social media engagement and sales outcomes remains unclear, with limited empirical research available. This study investigates how social media engagement influences B2B sales, how client trust mediates this relationship, and how organization size moderates the effect. Using a quantitative approach, data was collected through cross-sectional surveys from diverse industries. The findings reveal a significant positive correlation between social media engagement and B2B sales outcomes, with client trust playing a key mediating role. Additionally, the moderating effect of organization size highlights that smaller organizations can leverage social media more effectively than larger ones. The results provide valuable insights for businesses seeking to optimize their social media strategies for improved sales performance, taking into account client trust and organizational context.

Keywords: Social Media Engagement, B2B Sales, Client Trust, Organization Size, Sales Performance, Digital Marketing, Trust Mediation, Social Media Strategy, Business-to-Business Relationships, Organizational Dynamics.