Market amplification or transformation? The role of industry analysts in spreading WOM in B2B

Purpose The purpose of this study is to address these questions. Word-of-mouth (WOM) increasingly important in business-to-business (B2B) decision-making. Yet, research on topic rather limited, and often borrows from business-to-consumer (B2C) WOM literature. question remains as whether assumptions realistically occur B2B WOM. Specifically, explores the following questions: What value does have? Why do social media influencers engage WOM? type(s) spread B2B? Design/methodology/approach To questions, adopts a qualitative strategy. This focuses industry analysts information technology markets who influence buying decisions customers through their expertise recommendations solutions. Based interviews with influencers, explicates WOM, an area authors know much less comparison B2C Findings reveals differences spreads within B2B, roles, key features content how they Second, demonstrates types actors spreading relation type it actually influences markets. Originality/value broadens current definition and, specifically, showcases not only amplifying messages but means co-create market itself vendors clients. offers several contributions literature influencer practice.