Development and Promotion of a Brand Based on Parametric Criteria Using an Inductive Approach and Three-Stage Coding
Journal: Proceedings of the Southwest State University Series Economics Sociology and Management
Year: 2023

Relevance . Influencer marketing is a rapidly evolving but still relatively under-explored management practice in B2B markets. Although there is a growing body of research on influencer marketing in general, it has focused almost entirely on consumer markets, product-focused social media promotions, and consumer attitudes and behavior, providing only limited insight into the organizational processes and unique characteristics of influencer marketing in markets B2B. The purpose of this study is a