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The aim of this study is to identify the importance of social media adoption (SM) in business-to- business (B2B) in GCC, by analyzing how the SM adoption impact on business performance. Also, to clear the SM strategies through by understanding (TOE) model in the business context, and the benefits of SM adoption in (B2B) performance. The researchers used many previous literature reviews of SM platforms usage adoption and business performance. The researchers present indications that GCC with SM adoption and put strategies in (B2B) see an increase in higher business performance, enhance the greater (B2B) and (B2C) relationships, and create competitive advantage. At the concluded also covers the main conclusions from the body of research on social media adoption in GCC as well as with recommendations for further study in the area.

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The Impact of Social Media Platforms Adoption on Business Performance (B2B) in GCC. (Literature Review)

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  • 发表日期：

    2026年

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  • Fatemah Aldousari,
  • Fairouz M. Aldhmour

摘要

The aim of this study is to identify the importance of social media adoption (SM) in business-to- business (B2B) in GCC, by analyzing how the SM adoption impact on business performance. Also, to clear the SM strategies through by understanding (TOE) model in the business context, and the benefits of SM adoption in (B2B) performance. The researchers used many previous literature reviews of SM platforms usage adoption and business performance. The researchers present indications that GCC with SM adoption and put strategies in (B2B) see an increase in higher business performance, enhance the greater (B2B) and (B2C) relationships, and create competitive advantage. At the concluded also covers the main conclusions from the body of research on social media adoption in GCC as well as with recommendations for further study in the area.