Understanding social media marketing adoption in industrial contexts: a quantitative analysis of perceived benefits and barriers

Introduction
Traditional industrial marketing is undergoing a digital transformation, moving from personal selling to digital engagement. While social media marketing is primarily a Business-to Consumer (B2C) tool (Katona and Sarvary, 2014), its strategic importance in B2B is now recognised (Balaji et al., 2023). However, there is a scarcity of empirical evidence (Dwivedi et al., 2021) in the B2B context, leaving a gap regarding organisational enablers and challenges of adoption. This study addresses this gap by examining perceived benefits and barriers in the Greek B2B sector.

Purpose, Aim and Objectives
This study examines the perceived benefits and barriers influencing B2B Greek companies to adopt social media marketing. The main research objectives are: 1) to examine key benefits of adoption; 2) to identify main barriers hindering adoption; and 3) to provide practical insights for Greek B2B practitioners.

Literature Review
Benefits include new customers attraction, brand awareness, enhanced customer relationships (Michaelidou, Siamagka and Christodoulides, 2011), and lead generation (Itani, 2024). Barriers include lack of knowledge and technical skills (Asamoah, Dinsmore and Swani, 2024), inadequate financial resources (Gazal et al., 2016) and lack of ROI measurement (Dwivedi et al., 2021). 

Methodology and Methods
The study adopted a quantitative research design using an online survey with managers and business owners from Greek B2B companies. Participants were recruited via simple random sampling from an official Greek business directory. A total of 72 participants completed the survey, with measurement scales adapted from previous literature. Descriptive statistics and ANOVA were used to analyse the data.

Findings and Contribution
Greek B2B companies rated advertising (M=4.39), marketing (M=4.34), and brand reputation (M=4.07) as the most significant benefits, with no significant differences between adopters and non-adopters. Lack of financial resources was the most significant barrier (M=3.82). ANOVA revealed significant differences between adopters and non-adopters for lack of time, company size, ROI measurement, and lack of social media strategy (all p<0.5), with non-adopters rating these barriers significantly higher.

Originality and Value
This study focuses on Greece, a country that has been in a prolonged recession since 2010 and traditionally resistant to technology adoption (Giotopoulos et al., 2017), contributing empirical evidence to an underexplored B2B context. The findings provide a foundation for future cross national comparisons across European countries.

Research Limitations
The sample size (n=72) and single-country focus limits generalisability of the findings. Future research could expand to other European markets.

Theoretical and Practical Applications and Implications
The findings suggest organisations should recognise social media’s potential for brand building while addressing financial and strategic planning barriers. Practitioners could develop  targeted interventions for non-adopters, focusing on ROI measurement training and resource allocation strategies to overcome the identified barriers.