This document provides a literature review and proposes a research agenda on knowledge management paradoxes and social media utilization in business-to-business networks. It reviews literature on these topics from five databases, finding 241 articles on social media and B2B from 2008-2012, and 423 articles on knowledge sharing paradoxes from 2008-2012. The articles are categorized and four research proposals on social media and innovation are outlined, as well as four areas for further knowledge management research concerning social media use in B2B networks.

1. Knowledge management
paradoxes and social media
utilization in B2B networks –
review and research agenda
proposal
WSKS 2013
Dr Heli Aramo-Immonen,
Elina Pettersson & Jari Jussila
Tampere University of Technology

2. KNOWLEDGE MANAGEMENT
PARADOXES AND SOCIAL
MEDIA UTILIZATION IN B2B
NETWORKS – REVIEW AND
RESEARCH AGENDA
PROPOSAL
Elina Pettersson, Heli Aramo-Immonen* , Jari J. Jussila
Tampere University of Technology, Pori Unit, Industrial Management
and Engineering and Tampere Information Management and Logistics
Paper ID62
Heli Aramo-Immonen

3. The purpose of this paper
• This literature review was conducted in order
to find out what we as researchers should re-
think and re-search in KM regarding B2B
relationships.
• We introduce some research proposals for
the WSKS
Heli Aramo-Immonen

4. Theoretical discussion
• Knowledge management in networks
• Network paradoxes
• Social Media
• Characteristics of the Business-to-Business
Sector
Heli Aramo-Immonen

5. Literature Review and
Results
• 5 databases were consulted:
1. ABI Inform,
2. ACM Digital Library,
3. Emerald,
4. EBSCOhost
5. ScienceDirect.
Heli Aramo-Immonen

6. On social media and
business-to-business, last 5
years, 241 articles was
found
Heli Aramo-Immonen
Database 2008 2009 2010 2011 2012 last 5 years
ABI Inform 9 10 16 33 40 108
ACM Digital Library 1 2 1 5 1 10
Emerald 0 1 7 9 22 39
EBSCOhost 2 4 3 5 7 21
ScienceDirect 0 7 8 19 29 63
jari.j.jussila@tut.fi

7. On paradoxes in knowledge
sharing, last 5 years, 423
articles was found
Heli Aramo-Immonen
Database 2008 2009 2010 2011 2012 last 5 years
ABI Inform 28 30 41 44 16 159
ACM Digital Library 3 2 3 3 1 12
Emerald 13 20 21 19 14 87
EBSCOhost 2 1 1 2 0 6
ScienceDirect 19 25 37 44 34 159
elina.pettersson@tut.fi

8. In the extended paper
• Articles were skimmed by their relevance and
implications in the business-to-business
context
• After evaluating articles from the search
results, there were 43 unique articles in total
that matched our criteria on social media and
B2B,
• and 53 unique articles that matched
paradoxes and knowledge sharing criteria.
• A categorization of articles based on the
content was then performed.Heli Aramo-Immonen

9. Marketing Branding Innovation Value co-
creation
Business
benefits or
impacts
Business
models
Information
security
Kho 2008 [46] Bresciani &
Eppler 2010
[68]
Nordlund et
al. 2011 [45]
Gummeson
& Mele 2010
[77]
Edosomwan
2011 [81]
Cagnina &
Poian 2009
[84]
Boritz & No
2011 [86]
Musico 2009
[47]
Rindell &
Strandvik 2010
[69]
Tickle et al.
2011 [74]
Kowalkowsk
i 2010 [78]
Barnes 2012
[82]
Berman
2012 [85]
Marshall 2009
[48]
Zinnbauer &
Honer 2011
[70]
Awa et al.
2012 [75]
Edvardsson
et al. 2011
[79]
Schienderjans
2012 [83]
Bulearca &
Bulearca 2010
[49]
Michaelidou et
al. 2011 [71]
Vuori 2012
[76]
Edvardsson
et al. 2012
[80]
Kumar 2010
[50]
Leek &
Christodoulides
2011 [72]
Avlonitis 2010
[51]
Vallaster &
Wallpach 2012
[73]
Jalkala 2010
Hasan 2011 [53]
Davidson 2011
Chantiri 2011
Lyons 2011 [56]
Woodcock 2011
Parent et al.
2011 [58]
Mishra & Misra
2012 [59]
Gummesson &
Grönroos 2012
Schultz et al.
2012 [61]
Schultz et al.
2012 [62]
Sood & Pattison
2012 [63]
Brennan & Croft
2012 [64]
Järvinen et al.
2012 [65]
Agnihotri et al.
2012 [66]
Rodriguez et al.
2012 [67]
Heli Aramo-Immonen
Classifications of articles about
social media and
business-to-business in
the last five years.

10. Networking and
relationship
building, trust,
opportunism
Network
cooperation
towards
innovation
Cultural
features
(guanxi) in
relationships
Supply chain
management
& knowledge
diffusion
Value co-
creation &
knowledge
harvesting
Marketing
and
information
privacy
Tretyak & Popov
2009 [87]
Elmquist et al.
2009 [106]
Wang & Song
2011 [114]
Hernández-
Espallardo et
al. 2010 [119]
Ng &
Nurudupati
2009 [123]
Wong et al.
2008 [127]
Purchase et al.
2010 [88]
Teimoury et
al. 2011 [107]
Berger &
Herstein 2012
[115]
Tai & Ho
2010 [120]
Eichentopf
et al. 2011
[124]
Hill 2010
[128]
Jean & Sinkovics
2010 [89]
Teimoury et
al. 2010 [108]
Gao et al. 2012
[116]
Wei & Wang
2010 [121]
Mele 2010
[125]
Mysen et al. 2011
[90]
Bakhshi &
McVittie
2009 [109]
Nie et al. 2011
[117]
Madlberger
2009 [122]
Hadaya &
Cassivi 2011
[126]
Rašković et al.
2012 [91]
van der Valk
et al. 2011
[110]
Gao et al. 2010
[118]
Jean et al.
2010 [89]
Lee et al. 2010
[92]
Wagner 2010
[111]
Fearon et al. 2010
[93]
Roy &
Sivakumar
2010 [112]
Wuyts et al. 2009
[94]
Ma et al.
2012 [113]
Smith & Lohrke
2008 [95]
Toon et al. 2012
[96]
Tidström &
Hagberg-
Andersson 2012
[97]
Mouzas et al.
2008 [98]
Liu et al. 2010 [99]
Lampel & Bhalla
2011 [100]
Huemer et al. 2009
[101]
Fang et al. 2011
[102]
Duan et al. 2010
[103]
Cao & Zhang 2011
[104]
Williams 2008
Heli Aramo-Immonen
Categorization of knowledge sharing and
paradox in B2B studies (of selected
articles).

11. Research proposals regarding social media in
business-to-business innovation
1. the adoption of online communities in open
innovation,
2. the roles of the customer in business-to-
business innovation,
3. different customer interaction forms in
innovation, and
4. the impact of crowd-sourced knowledge on
a company’s innovation process.
Heli Aramo-Immonen

12. knowledge management research areas
concerning the utilization of social media in
B2B networks are proposed
1. willingness and motivation to use knowledge
sharing in open innovation (what do people
get out of it?)
2. the roles of personal and group agendas in
knowledge sharing (culture, personal
networks)
3. the effects of incorrect or impartial information
gained from the customer or via crowd
sourcing (information asymmetry), and
4. managing joint sense making.
Heli Aramo-Immonen

13. Hundreds of other ideas
too…
http://www.24point0.com/product-reviews-and-
applications/crowdsourcing-graphics-for-ppt/

14. Technofobia and technostress
Heli Aramo-Immonen

15. Our Research
Aramo-Immonen, H. (2012) Knowledge management through learning model in industrial projects, Int. J. Knowledge
and Learning, Vol. 8, Nos. 3/4, pp. 298–312.
Aramo-Immonen, H., Jaakkola, H. and Linna P. (2011) Trust building in Global Software Engineering – Cultural
perspective. Journal of Global Information Technology Management, Vol 14, No 4.
Aramo-Immonen, H., Koskinen, K. U. and Porkka, P. L. (2011) The significance of formal training in project-based
companies. International Journal of Managing Projects in Business, Vol. 4, No. 2, 257-273.
Aramo-Immonen, H., Jaakkola, H. and Keto, H. (2011) Software Development in a Multicultural Context: Project
Productivity Perspective. International Journal of Information Technology Project Management. 2(1): 19-36.
Aramo-Immonen, H., Bikfalvi, A., Mancebo, N. and Vanharanta, H. (2011) Project managers’ competence identification.
International Journal of Human Capital and Information Technology Professionals. 2(1): 33-47.
Aramo-Immonen, H. and Porkka, P.L. (2009) Shared Knowledge in Project-based Companies’ Value Chain.
International Journal of Knowledge Management Studies, Vol 3, No 3-4, pp. 364-378.
Aramo-Immonen, H. (2012) Artefacts Produced via Design Methods as Boundary Objects and Mediating Processes
among Non-Designer Engineers in Idea Generation. Joint conference of 7th International Forum on Knowledge Assets
Dynamics and 5th Knowledge Cities World Summit, Matera, Italy, 13-15 June 2012.
Aramo-Immonen, H. and Jussila, J. J. (2012) Storytelling as a Factor in Increasing Intellectual Capital of Project-Based
Companies. The 4th European Conference on Intellectual Capital, Helsinki.
Ammirato, S., Aramo-Immonen, H., Sofo, F. and Toikka, T. (2011) Thinking about Geography: the Effect of Socio-
Economic and Cultural Differences on Styles of Thinking. Proceedings of 6th IFKAD 2011 International Forum on
Knowledge Asset Dynamics, 15-17 June 2011, Tampere, Finland
Aramo-Immonen, H. (2010) Illusion of trust – Supply network paradox? In Conference Proceedings of 19th Annual
IPSERA Conference 16th-18th May 2010, Lappeenranta, Finland.
Heli Aramo-Immonen

16. Our Research
Jussila, J. J., Huhtamäki, J., Kärkkäinen, H., Kaisa, S. (2013) “Information visualization of Twitter data for co-organizing
conferences”, Proceedings of the 17th International Academic MindTrek Conference 2013 Tampere Finland. (submitted)
Jussila, J. J., Kärkkäinen, H., Aramo-Immonen, H. (2013) “Social media utilization in business-to-business relationships
of technology industry firms”, Computers in Human Behavior, Vol. XXXX, No. XXXX. (submitted)
Petterson, E., Aramo-Immonen, H., Jussila, J. J. (2013) “Knowledge Management Paradoxes and Social Media
Utilization in B2B Networks – Review and Research Agenda Proposal”. In Proceedings of the 6th World Summit on the
Knowledge Society, Aveiro, Portugal, 19-21 June 2013.
Jussila, J. J., Kärkkäinen, H., Multasuo, J. (2013) ”Social media roles in crowdsourcing innovation tasks in B2B-
relationships”. In Proceedings of the The XXIV ISPIM Conference – Innovating in Global Markets: Challenges for
Sustainable Growth in Helsinki, Finland on 16-19 June 2013.
Jussila, J. J., Kärkkäinen, H., Leino, M. (2013) “Innovation-related benefits of social media in Business-to-Business
customer relationships”, Int. J. Advanced Media and Communication, 5(1), 4-18.
Kärkkäinen, H., Jussila, J., Väisänen, J (2013) “Social Media Use and Potential in Business-to-Business Companies’
Innovation”, International Journal of Ambient Computing and Intelligence, 5 (1), 53-71.
Jussila, J. J., Kärkkäinen, H., & Leino, M. (2012) “Social media’s opportunities in business-to-business customer
interaction in innovation process”, Int. J. Technology Marketing, 7(2), 191–208.
Jussila, J. J., Kärkkäinen, H., & Leino, M. (2012) “Learning from and with Customers with Social Media: A Model for
Social Customer Learning”, International Journal of Management, Knowledge and Learning, 1(1), 5-25.
Kärkkäinen, H., Jussila, J., Multasuo, J. (2012) ”Can crowdsourcing really be used in B2B innovation?”. In Proceeding
of the 16th International Academic MindTrek Conference (MindTrek '12). ACM, New York, NY, USA, 134-141.
DOI=10.1145/2393132.2393159 http://doi.acm.org/10.1145/2393132.2393159
Kärkkäinen, H., Jussila, J., Janhonen, J. (2011) ”Managing customer information and knowledge with social media in
business-to-business companies”. In Proceedings of the 11th International Conference on Knowledge Management and
Knowledge Technologies (i-KNOW '11), Stefanie Lindstaedt and Michael Granitzer (Eds.). ACM, New York, NY, USA, ,
Article 17 , 8 pages. DOI=10.1145/2024288.2024309 http://doi.acm.org/10.1145/2024288.2024309
Jussila, J., Kärkkäinen, H., Lyytikkä, J. (2011) “Towards Maturity Modeling Approach for Social Media Adoption in
Innovation. In Proceedings of the 4th ISPIM Innovation Symposium, Wellington, New Zealand – 29 November – 2
December 2011 ISBN 978-952-265-167-9.
Heli Aramo-Immonen

17. Heli Aramo-Immonen

18. THANK YOU !
heli.aramo-immonen@tut.fi
Heli Aramo-Immonen