Why Micro-influencers are Sharing Digital Brand Content in a B2B Context A Psycho-Social Investigation Using the Theory of Planned Behaviour
Main Article Content
Keywords
Micro Influencers, Digital Brand Content, Theory of Planned Behaviour, Business Networking Sites, Digital Advertising
Abstract
This research aims to contribute in understanding micro-influencers’ behaviour in sharing digital brand content by focusing on business networking sites (LinkedIn, Xing). This choice was influenced by two considerations: first, marketing influence literature which is highly dominated by studies of B2C digital context to the detriment of B2B digital context despite their crucial importance in the marketing arena. And second, given their particularity, micro-influencers are more likely to have motivations that are totally or partially different from what the literature suggests for all influencers in general. Based on a mixed-technique analysis (MLM) and bias-corrected bootstrap method, this research was conducted by administering a large survey to 312 micro-influencers, who were selected according to a new methodological algorithmic approach called metric-behavioural. The results not only cover the identification of salient drivers that lead the sharing of digital brand content by micro-influencers in a specific area but also validate the robustness of the use of the theory of planned behaviour in a B2B social media context. By considering these results, the paper provides a practical guidance for companies, urging them to tailor their influence marketing strategies for effective engagement in B2B and B2G contexts.
References
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Ajzen, I. (2020). ‘’The theory of planned behavior: Frequently asked questions’’. Human Behaviour and Emerging Technologies, 2(4), 314–324.
Aljohani, H. (2020). “A review of research on inbound marketing. Journal for Research on Business and Social Science, 3(4), 1-8.
Alves, H., Fernandes, C., & Raposo, M. (2016). ‘’Social media marketing: a literature review and implications’’. Psychology & Marketing, 33(12), 1029-1038.
Gerbing, D; Anderson, J. (1988). ‘’An updated paradigm for scale development incorporating unidimensionality and its assessment’’, Journal of Marketing Research,25, 186-192.
Anderson, J. & Gerbing, D. (1988). ‘’Structural Equation Modeling in Practice: Review and Recommended Two-step Approach’’. Psychological Bulletin, 103 (3), 411-423.
Araujo, T; & van der Meer, T. G. (2020). ‘’News values on social media: Exploring what drives peaks in user activity about organizations on Twitter’’. Journalism, 21(5), 633-651.
Armitage, C & Conner, M. (2001). “Efficacy of the Theory of Planned Behaviour: A Meta- Analytic Review”. British Journal of Social Psychology. 40, 471- 499.
Bagozzi, R; & Heatherton,T. (1994). “A General Approach for Representing Multifaceted Personality Constructs: Application to State Self-esteem”. Structural Equation Modeling, 1(1), 35-67.
Barreto, A. M. (2014). ‘’The word-of-mouth phenomenon in the social media era’’. International Journal of Market Research, 56, 631–654.
Bentler, P. M; & Bonett, D. G. (1980). “Significance tests and goodness-of-fit inthe analysis of covariance structures”. Psychological Bulletin, 88(3), 588–600.
Belanche, D; Casaló, L; Marta Flavián, M & Ibáñez-Sánchez,S. (2021), Understanding influencer marketing: The role of congruence between influencers, products and consumers, Journal of Business Research, 132, 186-195.
Bô, D ; & Somarriba, P. (2020). Brand Content - Les clés d’une stratégie éditoriale efficace et pérenne : Les clés d’une stratégie éditoriale efficace et pérenne. Dunod.
Boyd, D; & Ellison, N. (2007). ‘’Social network sites: Definition, history, and scholarship’. Journal of Computer-Mediated Communication, 13 (1), 210-230.
Borchers, N.S., & Enke, N. (2021). Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines. Public Relations Review, 47, (3). 102041.
Brandtzaeg, P. B. Heim, J. (2011). A typology of social networking sites users. International Journal of Web Based Communities, 7 (1), 28–51.
Brislin, R. W. (1970). “Back-Translation for Cross-Cultural Research”. Journal of Cross-Cultural Psychology, 1(3), 185-216.
Bun, S., & Alversia, Y. (2020). Incentives and Food Blogger Influence on Customer Engagement through Instagram.
Butler, B; Kiesler, S; & Kraut, R. (2002). Community Effort in Online Groups: Who Does the Work and Why? In Leadership at a Distance, S. Weisband & L. Atwater (Eds.). USA, 171-194.
Cardon, D. (2008). “Le design de la visibilité. Un essai de cartographie du web 2.0’’. Réseaux, 152 (6), 93-137.
Caron, P. (2018). Modélisation par équations structurelles avec Mplus. Québec: Presses de l'Université du Québec.
Casaló, L.V., Flavián, C., & Ibáñez-Sánchez, S. (2020). “Influencers on Instagram: Antecedents and consequences of opinion leadership”. Journal of Business Research, 117, 510-519.
Cartwright, S., Davies, I.A., & Archer-Brown, C. (2021). “Managing relationships on social media in business-to-business organisations”. Journal of Business Research, 125, 120-134.
Cartwright, S., Liu, H., & Davies, I.A. (2022). “Influencer marketing within business-to-business organisations”. Industrial Marketing Management, 106, 338-350.
Childers, C.C., Lemon, L.L., & Hoy, M.G. (2018). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues & Research in Advertising, 40, 258 - 274.
Crisafulli, B., Quamina & Singh, J. (2022). “Competence is power: How digital influencers impact buying decisions in B2B markets”. Industrial Marketing Management, 104, 384-399.
Dakouan, M.C; Benabdelouahed, M.R. (2019). ‘’Digital Inbound Marketing: Particularities of Business-to-Business and Business-to-Customer Strategies’’. Strategic Innovative Marketing and Tourism. 7(1), 1-6.
De Vries, L; Gensler, S; & Leeflang, P. (2012). ‘’Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing’’. Journal of Interactive Marketing. 26(1). 83–91.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). “Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude”. International Journal of Advertising, 36(5), 798–828.
Dessart, L. (2017). “Social media engagement: a model of antecedents and relational outcomes”, Journal of Marketing Management, 33:5-6, 375-399
Diba, H., Vella, J. M., & Abratt, R. (2019). “Social media influence on the B2B buying process”. Journal of Business & Industrial Marketing, 34(7), 1482-1496.
Efron, B; & Tibshirani, R. (1986). “Bootstrap Methods for Standard Errors, Confidence Intervals, and Other Measures of Statistical Accuracy”. Statistical Science, 1(1), 54–75.
Fejlaoui, Y ; & Vernette, E. (2009). ‘’Repérer les leaders d’opinion dans les communautés virtuelles de consommation : une nouvelle échelle de mesure’’. Proceeding of 25th international conference of the AFM. London, CD-ROM.
Florenthal, B. (2015). ‘'Applying uses and gratifications theory to students LinkedIn usage”. Young Consumers, 16, (1), 17-35.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Folmer, H. (1981). ‘’Measurement of the Effects of Regional Policy Instruments by Means of Linear Structural Equation Models and Panel Data’’. Environment and Planning, 13 (11), 1435- 1448.
Galan, J-P ; & Vignolles A. (2013). ‘’Tweetnographie : perspectives théoriques et managériales d’un service de microblogging’’. Revue Française du Marketing, 244, 113-124.
George, J-F. (2004), "The theory of planned behavior and Internet purchasing", Internet Research, 14, (3), 198-212.
Goldenberg, J; Sangman, H; Lehmann, D & Hong J. (2009). ‘’The role of hubs in the adoption process’’. Journal of Marketing, 73 (2), 1-13.
Grissa, K. (2016). “What makes opinion leaders share brand content on professional networking sites (e.g LinkedIn, Viadeo, Xing, SkilledAfricans…)”. International Conference on Digital Economy ICDEc, Carthage, 8-15.
Grissa, K. (2020). Les determinants de partage de Brand contend digital par les leaders d’opinion numériques sur les reseaux socioprofessionels. Thèse de doctorat, université de Poitiers, France.
Grissa, K. (2024). “How to make Influencers participating in spontaneous digital brand content campaigns in B2B context: a multicultural perspective between French and English speaking countries”, Proceeding of Finnish Academy Marketing Conference (FAMAC 2024).Helsinki, 11-23.
Haikel-Elsabeh, M. (2014). “Understanding Brand Implication and Engagement on Facebook”. In J. Pelet & P. Papadopoulou (Eds.), User Behavior in Ubiquitous Online Environments (pp. 216-237). IGI Global.
Haikel-Elsabeh, M; Zhao, Z; Ivens, B; & Brem, A. (2019). “When is brand content shared on Facebook? A field study on online Word-of-Mouth”. International Journal of Market Research, 61(3), 287-301.
Hanafizadeh, P; & Shafia, S. . (2021). Appropriate Social Media Platforms Commensurate with the Maturity of Organizations. Journal of Telecommunications and the Digital Economy, 9(3), 12–57.
Hofstede, G. (2011). “Dimensionalizing cultures: The Hofstede model in context”. Online Readings in Psychology and Culture, 2(1), 1-26.
Hollebeek, L.D., & Macky, K.A. (2019). “Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications”. Journal of Interactive Marketing, 45, 27 - 41.
Hubspot (2021). Accessed 20th December 2022 via https://www.hubspot.fr/use-case/drive-revenue-high-quality-leads
Huotari, L; Ulkuniemi, P; Saraniemi, S & Mäläskä, M. (2015). “Analysis of content creation in social media by B2B companies”. Journal of Business & Industrial Marketing; Santa Barbara, 30, 6, 761-770.
Hu, L-T; & Bentler, P; (1995). Evaluating Model Fit. In Rick Hoyle (Ed.), Structural Equation Modeling: Concepts, Issues, and Application: 76-99. Thousand Oaks, CA: Sage.
Jamshidian, M; & Jalal, S. (2010). ‘’Tests of homoscedasticity, normality, and missing at random for incomplete multivariate data’’, Psychometrika, 75, 649-674.
Jayasingh, S; & Venkatesh, R. (2015). “Customer Engagement Factors in Facebook Brand Pages”. Asian Social Science, 11, 26, 19-29.
Kankanhalli, A; Tan, B; & Wei, K. (2005). “Contributing Knowledge to Electronic Knowledge Repositories: An Empirical Investigation”. MIS Quarterly, 29, 113-143.
Kaplan, A; & Haenlein, M. (2010). “Users of the world, unite! The challenges and opportunities of social media”, Business Horizons, 53 (1), 59-68.
Karlsen, R. (2015). “Followers are opinion leaders: The role of people in the flow of political communication on and beyond social networking sites”. European Journal of Communication, 30,(3) 301–318.
Limayem, M; Khalifa, M; & Frini, A. (2000). “What Makes Consumers Buy from Internet? A Longitudinal Study of Online Shopping”. IEEE Transactions on Systems, man, and Cybernetics. 30 (4), 421-432.
Mardia, K. V. (1970). Measures of multivariate skewness and kurtosis with applications. Biometrika, 57, 519-530.
McEachan, R; Conner, M; Taylor, N; & Lawton, R. (2011). “Prospective Prediction of Health-Related Behaviours with the Theory of Planned Behaviour: A Meta-Analysis”. Health Psychology Review, 5, 97-144.
Mero, J., Vanninen, H., & Keränen, J. (2023). “B2B influencer marketing : Conceptualization and four managerial strategies”. Industrial Marketing Management, 108, 79-93.
Mlaiki, A; Kefi, H; & Kalika, M. (2012). “Facteurs psychosociaux et continuité d’utilisation des réseaux sociaux numériques : le cas de Facebook ’’. Revue Recherches en Sciences de Gestion- Management Science, 92, 83-111.
Muthén, L; & Muthén, B.O. (2015). Mplus User’s Guide. Seventh Edition. Los Angeles, CA.
Paulssen, M., & Roulet, R. (2017). “Social bonding as a determinant of share of wallet and cross-buying behaviour in b2b relationships”. European Journal of Marketing, 51, 1011-1028.
Papacharissi, Z; & Mendelson, A. (2009). ‘’Friends, Networks and Zombies: The Social Utility of Facebook’’. Association of Internet Researchers. October, Copenhagen.
Ping, Jr. (2004). “On assuring valid measures for theoretical models using survey data”. Journal of Business Research, 57(2),125-141.
Raghupathi, V & Fogel, J. (2015). ‘’The Impact of Opinion Leadership on Purchases through Social Networking Websites’’. Journal of theoretical and applied electronic commerce research, 10, 18-29.
Ruspil, T; Bertrandias, L; & Vernette E. (2016). ‘’Proposal for a new conceptualization of E-Opinion Leadership on online social networks ?’’. EMAC Proceeding, 46th conférence, Oslo.
Satorra, A. & Bentler, P.M. (1994). Corrections to test statistics and standard errors in covariance structure analysis. In A. von Eye, & C.C. Clogg (Eds.), Latent variable analysis: Applications to developmental research (pp. 399–419).Thousand Oaks, CA: Sage.
Soegoto, E; & Simbolon, T. 2018. “Inbound Marketing as a Strategy in Digital Advertising”Proceeding of IOP Conference Series: Materials Science and Engineering. 407-412.
Smith, D., Jacobson, J., & Rudkowski, J. (2021). “Employees as influencers: measuring employee brand equity in a social media age”. Journal of Product & Brand Management.30(6),834-853.
Stenger, T ; & Coutant, A. (2013). ‘’Médias sociaux : clarification et cartographie pour une approche sociotechnique’’. Décisions marketing, 70 (24), 107-117.
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Published
2025-04-01
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How to Cite
Grissa, K. (2025). Why Micro-influencers are Sharing Digital Brand Content in a B2B Context: A Psycho-Social Investigation Using the Theory of Planned Behaviour. Journal of Telecommunications and the Digital Economy, 13(1), 192-217. https://doi.org/10.18080/jtde.v13n1.1082
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Special Issue: Driving the Digital Economy
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How to Cite
Grissa, K. (2025). Why Micro-influencers are Sharing Digital Brand Content in a B2B Context: A Psycho-Social Investigation Using the Theory of Planned Behaviour. Journal of Telecommunications and the Digital Economy, 13(1), 192-217. https://doi.org/10.18080/jtde.v13n1.1082
