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Data were analyzed in three steps: open coding, axial coding and selective coding.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Findings reveal that varied trust is based not only on the categories of social presence of interaction \u2013 whether social presence is embedded in informative interactions \u2013 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.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The findings contribute new understandings to social presence theory by exploring the social presence of interactions in a supplier\u2013supplier\u2013customer triad and offer valuable insights into business-to-business social media literature by adopting a suppliers\u2019 viewpoint to unpack the mechanisms of how social presence of interaction positively and negatively influences suppliers\u2019 trust and behavioral responses.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-01-2024-0008","type":"journal-article","created":{"date-parts":[[2024,4,12]],"date-time":"2024-04-12T09:37:46Z","timestamp":1712914666000},"page":"1769-1794","source":"Crossref","is-referenced-by-count":7,"title":["B2B social media use as a double-edged sword on trust: a social presence theory perspective"],"prefix":"10.1108","volume":"124","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0039-1414","authenticated-orcid":false,"given":"Chenchen","family":"Weng","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7873-0554","authenticated-orcid":false,"given":"Martin J.","family":"Liu","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1782-6653","authenticated-orcid":false,"given":"Jun","family":"Luo","sequence":"additional","affiliation":[]},{"given":"Natalia","family":"Yannopoulou","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2024,4,16]]},"reference":[{"issue":"2","key":"key2024052715023798700_ref001","doi-asserted-by":"publisher","first-page":"224","DOI":"10.1086\/651566","article-title":"Nonprofits are seen as warm and for-profits as competent: firm stereotypes matter","volume":"37","year":"2010","journal-title":"Journal of Consumer Research"},{"issue":"3","key":"key2024052715023798700_ref002","doi-asserted-by":"publisher","first-page":"333","DOI":"10.2753\/pss0885-3134320304","article-title":"Bringing \u2018social\u2019 into sales: the impact of salespeople\u2019S social media use on service behaviors and value creation","volume":"32","year":"2012","journal-title":"Journal of Personal Selling and Sales Management"},{"key":"key2024052715023798700_ref003","doi-asserted-by":"publisher","first-page":"172","DOI":"10.1016\/j.indmarman.2015.09.003","article-title":"Social media: influencing customer satisfaction in B2B sales","volume":"53","year":"2016","journal-title":"Industrial Marketing Management"},{"key":"key2024052715023798700_ref004","doi-asserted-by":"publisher","first-page":"293","DOI":"10.1016\/j.indmarman.2019.01.002","article-title":"Advancing social media driven sales research: establishing conceptual foundations for B-to-B social selling","volume":"82","year":"2019","journal-title":"Industrial Marketing Management"},{"issue":"1","key":"key2024052715023798700_ref005","doi-asserted-by":"publisher","first-page":"3","DOI":"10.1287\/isre.1120.0470","article-title":"Introduction to the special issue\u2014social media and business transformation: a framework for research","volume":"24","year":"2013","journal-title":"Information Systems Research"},{"issue":"4","key":"key2024052715023798700_ref006","doi-asserted-by":"publisher","first-page":"431","DOI":"10.1016\/j.emj.2018.07.002","article-title":"Social media? 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