Project Details
Description
Research blog for the Worshipful Company of Marketors
Layman's description
The case of influential marketing and its power to deliver economic and social good within the marketing discipline
Key findings
B2B marketers advocate the concept of ‘Influential Marketing’ (IM) not ‘Influencer Marketing’ as known in B2C.
Trustworthiness, expertise, professionalism, and know-how exchanges rooted in relationships within B2B organisations.
Employee advocacy, customer reference marketing and organisational endorsement are key for Influential Marketing’s successful implementation.
Influential Marketing harnessed to improve B2B brands' performances in various aspects.
Trustworthiness, expertise, professionalism, and know-how exchanges rooted in relationships within B2B organisations.
Employee advocacy, customer reference marketing and organisational endorsement are key for Influential Marketing’s successful implementation.
Influential Marketing harnessed to improve B2B brands' performances in various aspects.
| Status | Not started |
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Research output
- 1 Article
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Influencer marketing within business-to-business organisations
Carwright, S., Liu, H. & Davies, I. A., 31 Oct 2022, In: Industrial Marketing Management. 106, p. 338-350 13 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile44 Link opens in a new tab Citations (Scopus)515 Downloads (Pure)