B2B influencer marketing: Conceptualization and four managerial strategies

While there is a growing body of research on influencer marketing, it focuses almost exclusively the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this gap, purpose study to explore use in B2B markets. We draw empirical from 22 interviews with a) 12 senior managers representing users various industries, ranging industrial product manufacturers professional service providers, b) 10 experts agencies who advise other firms how apply marketing. The findings identify key elements markets, reveal four different strategies that organizations operationalize concept practice. contributes theory by providing first conceptualization phenomenon. In doing so, widens scope accommodate broader collaborations influencers, which has significant implications across B2C contexts. For managers, alternative implement are associated unique characteristics serve business goals.