All that glitters is not gold: exploring social selling through the eyes of B2B customers

Purpose The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use. Design/methodology/approach The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries. Findings The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes. Originality/value Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.