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B2B influencer marketing : the rise of a growing trend : the role of influencers, content and channels on engagement in a B2B context

Montero Apellániz, S.A. (2024) B2B influencer marketing : the rise of a growing trend : the role of influencers, content and channels on engagement in a B2B context.

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Abstract:The study investigates the effects of influencer marketing on engagement in the context of business-to-business (B2B) industry. Engagement in this study is represented by: impressions, link clicks, CTR, likes and sign ups. Although influencer marketing is frequently employed as a marketing strategy in business-to-consumer (B2C) sectors, its performance in business-to-business (B2B) environments has received limited attention. The goal of this study is to fill the gap through analyzing how different types of content, influencers, and promotional channels affect engagement. The study applies an experimental approach that spans two months to look at how two types of influencers engage with the audience and also how two types of content (testimonial and case study videos) perform on three different social media platforms: LinkedIn, TikTok, and Meta. It checks the levels of audience engagement in order to determine what type of influencer, combined with a certain type of content, and promoted in a specific channel, performs best. The research illustrates the complexity of B2B decision-making processes, proving influencer marketing's power to increase engagement, but not necessarily achieving direct translation into sign ups.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/98724
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