Branding has become even more important in the age of social media. Cawsey and Rowley (2016) agree that branding can be leveraged to gain a competitive edge in the B2B market especially in the age of social media. However, how B2B firms and B2C organizations use social media to develop and promote their brands is significantly different. Swani, Brown and Milne (2014) also support the assertion that the use of social media for brand promotion differs between B2B and B2C organizations. According to Swani, Brown and Milne (2014), B2B organizations are often more reluctant to use social media for brand promotion compared to their B2C counterparts. Additionally, the tweeting strategies for business enterprises within these two markets differ. B2B organizations use functional appeals, corporate brand names, and information search prompts more commonly than B2C when marketing on social media. However, B2B companies also tend to use emotional appeals more often than functional appeals in their marketing communication on social networks. Coleman, De Chernatony and Christodoulides (2015) also reinforce the notion that B2B companies use emotional appeals more often than functional appeals when promoting their brand by stating that brand personality has a significant impact on brand performance. Coleman, De Chernatony and Christodoulides (2015) define brand personality as a set of human traits or qualities attributed to a particular brand. By associating brands with human traits, B2B companies use emotional appeal to influence the performance of their brands in the market. Österle, Kuhn and Henseler (2018) further emphasise the importance of emotional appeals in B2B brand promotion. Emotions play an integral role in the co-development of B2B brand real-life experiences.