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In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality).

Data from an online survey (N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling.

The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed.

The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength.

This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively.

This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.

Drawing on the social presence theory, this study aims to explore how supplier–customer social media interactions influence supplier observers’ trust in the customers and what mechanisms contribute to variation in trust experience.

A total of 36 semi-structured interviews were conducted with Chinese suppliers using WeChat for business-to-business interactions. Data were analyzed in three steps: open coding, axial coding and selective coding.

Findings reveal that varied trust is based not only on the categories of social presence of interaction – whether social presence is embedded in informative interactions – but also on the perceived selectivity in social presence. Observer suppliers who experience selectivity during social and affective interactions create a perception of hidden information and an unhealthy relationship atmosphere, and report a sense of emotional vulnerability, thus eroding cognitive and affective trust.

The findings contribute new understandings to social presence theory by exploring the social presence of interactions in a supplier–supplier–customer triad and offer valuable insights into business-to-business social media literature by adopting a suppliers’ viewpoint to unpack the mechanisms of how social presence of interaction positively and negatively influences suppliers’ trust and behavioral responses.

Tourism and natural hazards share a long pathway, owing to the fragile existential status of certain tourist destinations and voluntary and involuntary intervention of mankind in the business of natural environment. Over a course of history, numberless natural hazards prevailed and left behind some of the colossal and collateral damage on the physicality and virtuality of destinations. Volume of studies contended this direct and inverse association. Resultantly, impact measurement, ongoing imagery issues and future forecasting have been made to ease out the tourist destination from the consequences of natural hazards. Moreover, considering the inner fabric of tourism system (demand and supply side), natural hazards have been foreseen as unwanted yet necessary event to be emphasized and taken care of. Predominantly, in the existing global milieu of maximum human intervention in the climatic cycle and its outcomes in the form of global warming, climate concerns, natural hazards have been considered as inevitable and destined. Hence, it needs a comprehensive literature-based study to assess the risk factor of natural hazards on the tourist destinations. This study, in acquiescence to address this grey section, intends to explore the existing studies (drafted on the risks impacts of natural hazards on demand, supply and ancillary segments of tourism) and structure the findings thematically and orchestrate these findings in the existing body of literature. Implications from the findings have been presented.