Building bridges in B2B sales: The role of one-to-one digital channels in developing social capital

Digital technology is transforming B2B relationships, shifting interactions toward one-to-one digital channels like instant messaging, emails, and video conferencing tools. This study investigates the role of these channels in developing social capital in buyer-seller relationships. We conducted a qualitative study involving 33 key informants among B2B salespeople and buyers. Study findings reveal that one-to-one digital channels foster social capital through a four-stage process: structural, cognitive, and relational capital develop sequentially and are later maintained over time. While these channels enhance interaction frequency, shared understanding, and trust, they also introduce risks—such as intrusiveness, channels overload, and path dependency—that may hinder relationship development. This processual framework advances social capital theory in digital B2B contexts and provides actionable guidance for managing one-to-one digital interactions.