Transformative marketing has been heralded as the future of marketing. While the initial
catalyst for transformative marketing was the desire of customers for more meaningful …

The importance of social networks as part of the marketing mix has increased significantly in
recent years. Although marketing researchers have comprehensively investigated the …

Purpose The purpose of this study is to present a complete framework that defines the link
between choices and decision criteria based on existing research on digital influencers (DIs) …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

This study explores the dynamics of influencer marketing in the B2B sector by drawing on
employee advocacy, customer reference marketing and organisational endorsement …

While 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 …

Sales research has widely noted the grow (Davis, Bagozzi, & Warshaw, 1992) ing
importance of social media in contemporary B2B selling. Yet, scholars have noted that …

This research explored important questions concerning how top-performing African B2B
service brands position their brands in this increasingly globalised, technology-driven and …

Notwithstanding the body of research on the characteristics and benefits of content
marketing as a digital marketing strategy, evidence of how online consumer behavior is …

Purpose of this study is to provide a framework which helps to understand how a business-to-
business company can use the social media to 'strategize'by making other business actors …