“…VC differs from online marketing and conventional marketing channels that mainly aim at reaching customers for selling (Laroche et al, 2013, Kolter andKellter, 2016) or social media that focus on connecting to customer communities through one-to-many (firm to consumers). In B2B markets, VC is a platform enabling interactions on one-to-one basis between business network partners (Roy et al, 2004;Vermeulen et al, 2005). Customer 'involvement' in engagement, especially in B2B, calls for frequent communication, so that VC may offer a time and cost saving alternative (Laud et al, 2015).…”