CORPORATE ACTIVITY IN SOCIAL MEDIA AS A DRIVER OF CONSUMER TRUST IN THE B2B SERVICES MARKET CORPORATE ACTIVITY IN SOCIAL MEDIA AS A DRIVER OF CONSUMER TRUST IN THE B2B SERVICES MARKET

Abstract

The relevance of the topic is due to active transformations in consumer behaviour in the B2B services market, where digitalisation and the rapid development of social networks are becoming key factors in the competitiveness of companies. Whereas previously interaction in B2B was limited mainly to offline communication and direct business meetings, today social media has become the main channel for creating an image, building trust and maintaining long-term relationships between partners. Trust in the B2B sector is seen as a decisive factor that directly influences customers' willingness to cooperate and, therefore, determines the stability of the business. The purpose of this article is to determine the role of companies' activity on social networks in building consumer trust and to develop practical recommendations for improving the effectiveness of digital communication. The methodological basis of the study consisted of content analysis of the official pages of companies on LinkedIn, Facebook, Instagram and YouTube, SWOT analysis of the marketing activities of a consulting company, and a survey of representatives of the B2B segment. The results showed that regular presence on social networks, the use of personalized content, the demonstration of real cases and customer reviews, as well as timely responses to messages significantly increase the level of trust and shape the perception of the company as a reliable partner. Another important factor was the development of the personal brand of managers and employees, which ensures authenticity and transparency of communication. The scientific novelty of the study lies in its comprehensive approach to analyzing the relationship between social media activity and trust building in B2B communications, as well as in its consideration of the latest video content tools, employee-generated content, and interactive formats. The practical significance of the results obtained lies in providing recommendations to companies on building a content strategy, implementing CRM solutions, and using social proof to strengthen reputation capital. Prospects for further research include analysing the impact of generative artificial intelligence on audience engagement and studying the characteristics of B2B communication adaptation in new digital ecosystems.