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The paper starts by defining of social media and Web 2.0, and then characterizes social media in business, social media in the business-to-business sector and social media in the business-to-business innovation process. The paper also studies the essential differences between business-to-consumer and business-to-business in the given respects. Finally the authors present and analyze the results of their empirical survey of 110 respondents from Finnish companies. The results suggest that there is a significant gap between the perceived extensive potential of social media and current social media use in innovation in business-to-business companies. They have also identified potentially effective ways to reduce the gap, and clarify the found differences between B2B\u2019s and B2C\u2019s.<\/p>","DOI":"10.4018\/jaci.2013010104","type":"journal-article","created":{"date-parts":[[2013,3,6]],"date-time":"2013-03-06T12:02:56Z","timestamp":1362571376000},"page":"53-71","source":"Crossref","is-referenced-by-count":8,"title":["Social Media Use and Potential in Business-to-Business Companies\u2019 Innovation"],"prefix":"10.4018","volume":"5","author":[{"given":"Hannu","family":"K\u00e4rkk\u00e4inen","sequence":"first","affiliation":[{"name":"Department of Information Management and Logistics, Tampere University of Technology, Tampere, Finland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jari","family":"Jussila","sequence":"additional","affiliation":[{"name":"Department of Information Management and Logistics, Tampere University of Technology, Tampere, Finland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jaani","family":"V\u00e4is\u00e4nen","sequence":"additional","affiliation":[{"name":"South Carelian Adult Education Centre Aktiva, Lappeenranta, Finland"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"jaci.2013010104-0","doi-asserted-by":"publisher","DOI":"10.1108\/14601061011013258"},{"key":"jaci.2013010104-1","doi-asserted-by":"publisher","DOI":"10.1002\/joe.20209"},{"key":"jaci.2013010104-2","unstructured":"Bartl, M., Jawecki, G., & Wiegandt, P. 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