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dc.contributor.authorMero, Joel
dc.contributor.authorVanninen, Heini
dc.contributor.authorKeränen, Joona
dc.date.accessioned2022-12-02T07:21:05Z
dc.date.available2022-12-02T07:21:05Z
dc.date.issued2023
dc.identifier.citationMero, J., Vanninen, H., & Keränen, J. (2023). B2B influencer marketing : Conceptualization and four managerial strategies. <i>Industrial Marketing Management</i>, <i>108</i>, 79-93. <a href="https://doi.org/10.1016/j.indmarman.2022.10.017" target="_blank">https://doi.org/10.1016/j.indmarman.2022.10.017</a>
dc.identifier.otherCONVID_160467401
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/84195
dc.description.abstractWhile there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this gap, the purpose of this study is to explore the use of influencer marketing in B2B markets. We draw empirical insights from 22 interviews with a) 12 senior marketing managers representing influencer marketing users in various B2B industries, ranging from industrial product manufacturers to professional service providers, and b) 10 experts from marketing agencies who advise other B2B firms on how to apply influencer marketing. The study findings identify the key elements of influencer marketing in B2B markets, and reveal four different strategies that B2B organizations use to operationalize the influencer marketing concept in practice. The study contributes to theory by providing the first empirical conceptualization of the B2B influencer marketing phenomenon. In doing so, the study widens the scope of influencer marketing to accommodate broader collaborations with influencers, which has significant implications across B2B and B2C contexts. For managers, this study offers alternative strategies to implement influencer marketing, which are associated with unique characteristics and serve different business goals.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofseriesIndustrial Marketing Management
dc.rightsCC BY 4.0
dc.subject.othercontent marketing
dc.subject.otherdigital marketing
dc.subject.otherinfluencer marketing
dc.subject.othermarketing communications
dc.subject.otheropinion leadership
dc.subject.othersocial media marketing
dc.titleB2B influencer marketing : Conceptualization and four managerial strategies
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202212025461
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange79-93
dc.relation.issn0019-8501
dc.relation.volume108
dc.type.versionpublishedVersion
dc.rights.copyright© 2022 The Authors. Published by Elsevier Inc.
dc.rights.accesslevelopenAccessfi
dc.subject.ysosisältö
dc.subject.ysovaikuttajamarkkinointi
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysososiaalinen media
dc.subject.ysomarkkinointiviestintä
dc.subject.ysomarkkinointi
dc.subject.ysomielipidejohtajat
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p2579
jyx.subject.urihttp://www.yso.fi/onto/yso/p39096
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p6988
jyx.subject.urihttp://www.yso.fi/onto/yso/p5878
jyx.subject.urihttp://www.yso.fi/onto/yso/p6649
dc.rights.urlhttps://creativecommons.org/licenses/by/4.0/
dc.relation.doi10.1016/j.indmarman.2022.10.017
dc.type.okmA1


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