The University of Southampton
University of Southampton Institutional Repository

Competence is power: How digital influencers impact buying decisions in B2B markets

Competence is power: How digital influencers impact buying decisions in B2B markets
Competence is power: How digital influencers impact buying decisions in B2B markets

In B2B markets, vendor companies increasingly rely upon influential individuals in the digital environment to communicate information about their offerings to client organizations. Given the growing B2B digital engagement, cues that help to differentiate highly impactful digital influencers are crucial for vendor companies. Drawing from Stereotype Content Model, we analyze competence and warmth as relevant cues of digital influencers. Employing experimental studies, we examine how competence and warmth influence B2B purchasing managers' evaluation and selection of vendors' solutions. We find that the digital influencers' competence enhances purchasing managers' intention to buy the advocated vendor's offering. When compared with warmth, competence minimizes capability and relational concerns associated with the purchase decision. Further, we show that such effect of competence is prominent when manager-influencer identification is low. Our research advances knowledge on the characteristics of digital influencers that shape B2B purchasing managers' evaluation and selection of vendors. We identify concern-based psychological mechanisms underlying the effect of influencers' characteristics, and related boundary conditions. Our findings provide implications for digital influencers seeking to expand reach in B2B markets, and for vendor companies and marketing agencies in the selection of digital influencers.

Buying decision, Competence, Digital influencers, Stereotypes, Supplier selection, Warmth
0019-8501
384-399
Crisafulli, Benedetta
930306a5-4f20-459b-b4a7-180fdda61c8f
Quamina, La Toya
5597b902-b239-4e66-873e-3ef92c04c027
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Crisafulli, Benedetta
930306a5-4f20-459b-b4a7-180fdda61c8f
Quamina, La Toya
5597b902-b239-4e66-873e-3ef92c04c027
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531

Crisafulli, Benedetta, Quamina, La Toya and Singh, Jaywant (2022) Competence is power: How digital influencers impact buying decisions in B2B markets. Industrial Marketing Management, 104, 384-399. (doi:10.1016/j.indmarman.2022.05.006).

Record type: Article

Abstract

In B2B markets, vendor companies increasingly rely upon influential individuals in the digital environment to communicate information about their offerings to client organizations. Given the growing B2B digital engagement, cues that help to differentiate highly impactful digital influencers are crucial for vendor companies. Drawing from Stereotype Content Model, we analyze competence and warmth as relevant cues of digital influencers. Employing experimental studies, we examine how competence and warmth influence B2B purchasing managers' evaluation and selection of vendors' solutions. We find that the digital influencers' competence enhances purchasing managers' intention to buy the advocated vendor's offering. When compared with warmth, competence minimizes capability and relational concerns associated with the purchase decision. Further, we show that such effect of competence is prominent when manager-influencer identification is low. Our research advances knowledge on the characteristics of digital influencers that shape B2B purchasing managers' evaluation and selection of vendors. We identify concern-based psychological mechanisms underlying the effect of influencers' characteristics, and related boundary conditions. Our findings provide implications for digital influencers seeking to expand reach in B2B markets, and for vendor companies and marketing agencies in the selection of digital influencers.

Text
1-s2.0-S0019850122001018-main - Version of Record
Available under License Creative Commons Attribution.
Download (2MB)

More information

Accepted/In Press date: 9 May 2022
e-pub ahead of print date: 27 May 2022
Published date: July 2022
Additional Information: Publisher Copyright: © 2022 The Authors
Keywords: Buying decision, Competence, Digital influencers, Stereotypes, Supplier selection, Warmth

Identifiers

Local EPrints ID: 469536
URI: http://eprints.soton.ac.uk/id/eprint/469536
ISSN: 0019-8501
PURE UUID: 2b159465-021e-4c1f-a568-9c90c1d3a215
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 16 Sep 2022 16:52
Last modified: 17 Sep 2022 02:01

Export record

Altmetrics

Contributors

Author: Benedetta Crisafulli
Author: La Toya Quamina
Author: Jaywant Singh ORCID iD

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×