This research offers a fresh viewpoint on the impact of social media on B2B Firms. Using the hospitality sector in the Gujrat region as a case study, this research seeks to examine the impact of social media on company performance via the moderating function of marketing capabilities. As a means of delving deeper into the information gathered, structural equation modelling was used here. A total of 230 B2B firm managers were included in the mail survey used to compile the data for the survey. The investigation shows a favourable and statistically significant correlation between social media usage and business outcomes. Results showed that there was a positive and substantial relationship between social media use and B2B company performance and that this relationship was mediated by marketing competencies, particularly brand awareness and creativity.