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| How Can Social Business Communication Improve the Net Promoter Score of B2B Enterprises? |
| GAO Weihe, HAN Shenghao |
| College of Business, Shanghai University of Finance and Economics |
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Abstract: This paper focuses on discussing and explaining the core characteristics of social business communication and its impact on the net promoter score of enterprises. Based on the social exchange theory, the first study of this paper finds that social business communication has three core characteristics: broad relevance, universal visibility and carrier diversity, and extracts the net promoter score, which is the core element of relationship performance. In the second study of this paper, the core characteristics of social business communication are further confirmed by a questionnaire survey, and this study also proves the mechanism of social business communication’s influence on net promoter score through relationship strength. At the same time, this study reveals the negative moderating effect of IT affordance perception on the relationship between broad relevance, universal visibility, carrier diversity, and relationship strength, and the negative moderating effect of contract explicit on the relationship between relationship strength and net promoter score. This study is helpful to further understand the potential mediation mechanism and boundary conditions of social business communication affecting the net promoter score, and effectively guiding the relationship performance management of enterprises.
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Received: 04 January 2022
Published: 15 August 2022
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2022, Vol. 42 
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