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Role of big data and social media analytics for business to business sustainability: A participatory web context

Lookup NU author(s): Professor Suraksha Gupta



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


© 2019 The Authors The digital transformation is an accumulation of various digital advancements, such as the transformation of the web phenomenon. The participatory web that allows for active user engagement and gather intelligence has been widely recognised as a value add tool by organisations of all shapes and sizes to improve business productivity and efficiency. However, its ability to facilitate sustainable business-to-business (B2B) activities has lacked focus in the business and management literature to date. This qualitative research is exploratory in nature and fills this gap through findings arising from interviews of managers and by developing taxonomies that highlight the capability of participatory web over passive web to enable different firms to engage in business operations. For this purpose, two important interrelated functions of business i.e. operations and marketing have been mapped against three dimensions of sustainability. Consequently, this research demonstrates the ability of big data and social media analytics within a participatory web environment to enable B2B organisations to become profitable and remain sustainable through strategic operations and marketing related business activities. The research findings will be useful for both academics and managers who are interested in understanding and further developing the business use of participatory web tools to achieve business sustainability. Hence, this may be considered as a distinct way of attaining sustainability.

Publication metadata

Author(s): Sivarajah U, Irani Z, Gupta S, Mahroof K

Publication type: Article

Publication status: Published

Journal: Industrial Marketing Management

Year: 2020

Volume: 86

Pages: 163-179

Print publication date: 01/04/2020

Online publication date: 23/04/2019

Acceptance date: 08/04/2019

Date deposited: 30/04/2019

ISSN (print): 0019-8501

ISSN (electronic): 1873-2062

Publisher: Elsevier Inc.


DOI: 10.1016/j.indmarman.2019.04.005


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