Is social media B2B engagement driven by impression management strategies? Understanding corporate-driven versus individual-driven LinkedIn profiles

Abstract

Professional social media platforms, such as LinkedIn, allow individuals to build their own personal brand with the aim to foster B2B engagement. Individuals can project both individual- and corporate-driven characteristics through LinkedIn, to create favorable impressions management (IM) strategies and attract viewers engagement. This study aims first to understand the difference between individual- versus corporate-driven elements of LinkedIn profiles. Then, using the IM theory, this paper explores the different perceptions formed by potential business partners on these elements which can lead to B2B social media engagement. A content analysis of 130 LinkedIn profiles, followed by 20 in-depth interviews with business professionals, show that perceptions are different between the individual- versus the corporate-driven profiles and these perceptions together with the IM strategies are not static, showing that IM strategies need to be assessed in combinations and over difference phases. Individual-driven profile elements seem to project the most favorable perceptions to foster B2B engagement, leaving the corporate-driven elements to only compliment what is described as the ‘ideal’ profile for B2B engagement. The findings provide valuable insights to different business partners who want to initiate contact and engage with business professionals on social media in a B2B context.