HCBE Faculty Articles

Title

Operationalizing Thought Leadership for Online B2B Marketing

Document Type

Article

Date

2019

Publication Title

Industrial Marketing Management

Description

Research is emerging on the vital role that social networking sites and digital content play in advancing B2B buyer/marketer relationships. But little is known of the influence these channels and content have on purchase decisions. This study examines how a marketer’s content and dialogue behaviors in social media contribute to a thought leadership reputation that is worthy of earning a buyer’s selective attention and patronage. From an exploratory inductive study and survey of leading marketing consultants, thought leadership was operationalized in the context of its determinants and outcomes. Results show that a B2B marketer’s trusted authority recognition mediates the influence that thought leadership competencies have on the marketer’s bridging social capital. The latter, a proxy for measuring content resonance, is partially influenced by the operational helpfulness offered by the marketer’s content. A marketer’s thought leadership competencies, in turn, are influenced by their perceived operational helpfulness, market foresight, dialogic responsiveness, and sharing generosity.

DOI

10.1016/j.indmarman.2017.11.005

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Peer Reviewed

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