Social Capital Factors Influencing Purchase Decisions in the B2B Environment ATheoretical Framework

A.R. Chitra, Dr.B. Neeraja and Dr. Kanniga Prashanth

Social capital occupies a significant position in the decision making process in the B2B environment. It is believed to help organisations in accessing scarce resources, expertise and information through social interactions. Despite the significance, limited research studies have considered social capital from a business decision perspective. In this paper, a business case for social capital has been built and a theoretical framework has been proposed . The proposal is substantiated by reviewing the current research literature regarding the role of social capital in B2B purchase decisions. While social capital was found to exert significant influence on organisational policies and operation, its impact on B2B purchase decisions is not clear as it involves a variety of technical, social and economic considerations.

Volume 11 | 01-Special Issue

Pages: 143-156