Abstract

This research aims to address social network analytics practices in business-to-business contexts. This study examines the influence of management role on the organizational environment, digitalization, and the use of social media analytics practices by a conceptual and explanatory model. This article reports how effective social media management and adopting digital technologies are critical for business success and reputation in the digital age. The need for market-oriented management to maintain sustainable competitive advantages in a volatile and uncertain global environment is highlighted. The hypotheses are tested through a Structural Equation Modeling (SEM) approach. The study was applied to 266 managers of companies in Santiago, Chile, through self-administered surveys using the Qualtrics platform. The results corroborate the mediating effect of the degree of digitalization and the organizational environment on the relationship between management roles and the use of social media analytical practices that allow for innovation in customer experience and value creation. This research provides empirical evidence and business implications regarding the importance of analyzing the data collected on social media for greater customer knowledge and implementing efficient marketing and sales strategies that help increase business profitability.