HCBE Faculty Articles

Title

A Dyadic Examination of Inspirational Factors Driving B2B Social Media Influence

Document Type

Article

Date

2018

Publication Title

Journal of Marketing Theory and Practice

Volume

26

Issue

1-2

First Page

117

Last Page

143

Description

This study demonstrates how digital content, engagement strategies, and influence tactics inspire social media communities to embrace B2B marketers seeking their advocacy. Using grounded theory in the context of transformational and charismatic leadership, a model is proposed for examining a marketer’s capacity to inspire. Along with its proposed antecedents and outcomes, inspirational motivation was tested on a dyad of 171 influencer/content evaluators. Results confirmed that inspirational motivation drives social media influence. Inspirational motivation, in turn, is directly influenced by humor, visionary insights, and engagement. Results also showed support for the mediating influence humor has on visual storytelling and inspirational motivation.

DOI

10.1080/10696679.2017.1389244

Peer Reviewed

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