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Influencer marketing within business-to-business organisations

Influencer marketing within business-to-business organisations
Influencer marketing within business-to-business organisations
This study explores the dynamics of influencer marketing in the B2B sector by drawing on employee advocacy, customer reference marketing and organisational endorsement theories, explicating the strategic application of influencer marketing in the B2B context, and revealing the challenges in influencer marketing faced by B2B organisations. We conducted twenty-two in-depth semi-structured interviews with senior management marketing professionals across different sectors. Our analysis of these narratives shows that B2B marketers advocate the concept of ‘influential marketing’ by differentiating it from the concept of influencer marketing in the B2C market. B2B influential marketing connotes trustworthiness, expertise, professionalism, and exchange of know-how, all of which are rooted in long-term and industry-specific relationships and business networks. This research contributes to the theorisation of B2B influential marketing by developing an integrated framework that deciphers the process of its strategic implementation. The vital managerial contributions in our study highlight the specific considerations for influential marketing in B2B organisations.
Business-to-business marketing, Influencer marketing, Social media marketing, B2B
0019-8501
338 - 350
Cartwright, Severina
ebfa7fdc-7813-4a1f-8cd4-b1f3cae28c3e
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Davies, Iain A.
a666d721-b115-44cc-9279-fb2f15eafe93
Cartwright, Severina
ebfa7fdc-7813-4a1f-8cd4-b1f3cae28c3e
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Davies, Iain A.
a666d721-b115-44cc-9279-fb2f15eafe93

Cartwright, Severina, Liu, Hongfei and Davies, Iain A. (2022) Influencer marketing within business-to-business organisations. Industrial Marketing Management, 106, 338 - 350. (doi:10.1016/j.indmarman.2022.09.007).

Record type: Article

Abstract

This study explores the dynamics of influencer marketing in the B2B sector by drawing on employee advocacy, customer reference marketing and organisational endorsement theories, explicating the strategic application of influencer marketing in the B2B context, and revealing the challenges in influencer marketing faced by B2B organisations. We conducted twenty-two in-depth semi-structured interviews with senior management marketing professionals across different sectors. Our analysis of these narratives shows that B2B marketers advocate the concept of ‘influential marketing’ by differentiating it from the concept of influencer marketing in the B2C market. B2B influential marketing connotes trustworthiness, expertise, professionalism, and exchange of know-how, all of which are rooted in long-term and industry-specific relationships and business networks. This research contributes to the theorisation of B2B influential marketing by developing an integrated framework that deciphers the process of its strategic implementation. The vital managerial contributions in our study highlight the specific considerations for influential marketing in B2B organisations.

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B2B eWOM paper_Influential Marketing _FINAL - Accepted Manuscript
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More information

Accepted/In Press date: 8 September 2022
e-pub ahead of print date: 18 September 2022
Keywords: Business-to-business marketing, Influencer marketing, Social media marketing, B2B

Identifiers

Local EPrints ID: 471163
URI: http://eprints.soton.ac.uk/id/eprint/471163
ISSN: 0019-8501
PURE UUID: f3ec120a-5edd-4ae4-8b6d-9fe41de14a0b
ORCID for Hongfei Liu: ORCID iD orcid.org/0000-0001-8539-9054

Catalogue record

Date deposited: 28 Oct 2022 16:42
Last modified: 29 Oct 2022 02:02

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Contributors

Author: Severina Cartwright
Author: Hongfei Liu ORCID iD
Author: Iain A. Davies

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