Sharing is the name of the game: Exploring the role of social media communication practices on B2B customer relationships in the life sciences industry

The inclusion of social media as a communication channel in vendor's B2B digital marketing strategy is growing importance. Understanding the effect such practices upon customer relationships crucial for firms they increasingly engage this way. This paper presents and tests model that explores vendor trust loyalty relationships. A study using quantitative data from 196 business customers United States life sciences firm reported. indicates are influenced by a) shared beliefs between customer; b) nature with c) extent to which enable effective customer-to-customer communication. Trust found have mediating role these indicators loyalty. Managerial implications discussed.