Abstract:
The study aims to investigate the effect of social media usage in creating opportunity and understanding customers; the study was undertaken over a period of 4 months, and data was collected via surveys from 268 respondents. Data collected in the surveys was analyzed using linear regression in SPSS. The results of the regression revealed a mild positive relationship between social media usage and understanding customers. The results of the study have implications for sales professionals working in the B2B industry. Recommendation was made to sales professionals to increase their use of social media to improve their relationship with customers, and create new opportunities
