This research aims to investigate the relationships between B2B marketing, customer relationship enhancement, electronic word-of-mouth (eWOM), and customer loyalty. The mediating role of relationship marketing is also investigated. This study conducted a survey by targeting on a B2B case company from the plastic machinery manufacturing industry, to evaluate the opinions of its B2B customers regarding these relevant constructs. 256 respondents are recruited from Asia, which includes Taiwan, Vietnam, Malaysia, Thailand, Indonesia, India, Bangladesh, and Pakistan, to evaluate their concerns about B2B marketing of the case company.

Through a series of data analysis using partial lease square structural equation modeling (PLS-SEM), the following results are concluded: 1) B2B social media implementation has a significant impact on customer relationships; 2) Customer relationships marketing has a positive impact on the firm's performance, which includes customer relationship management effectiveness (CRME), eWOM and customer loyalty; 3) CRME and customer loyalty have significant impacts on eWOM; 4) The influence of social communication on CRME, eWOM, and customer loyalty can be mediated through relationship marketing. Since very rare studies have focused on the effective operations of B2B social media, the results of this study can provide important references for academicians to do future empirical validations. The result can also be very useful for professionals to develop an effective strategy of B2B customer relationships.

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