Word-of-mouth in business-to-business marketing: a systematic review and future research directions
Word-of-mouth in business-to-business marketing: a systematic review and future research directions
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DOI：
10.1108/jbim-02-2022-0099
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发表时间：
2023-01
期刊：
影响因子：
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通讯作者：
Ryuta Ishii;Mai Kikumori
中科院分区：
文献类型：
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作者：
Ryuta Ishii;Mai Kikumori
目的本研究旨在回顾和分析企业对企业（B2B）环境下口碑（WOM）研究的现状，并讨论和确定新的可能的未来方向。设计/方法/方式进行了系统的回顾，并收集了36篇关于B2B口碑的文章，以评估文献的现状，并澄清未来可能的研究方向。调查结果该主题分析将这些文章分为三个主题：口碑生成、口碑使用和参考营销。在每个主题下，作者揭示了B2B研究所独有的研究结果，这些研究结果不同于企业对消费者（B2C）的口碑研究。这项研究确定了几个研究问题，应解决未来的研究。独创性/价值-学术研究人员和企业从业人员都认识到，口碑B2B营销中起着至关重要的作用。然而，没有评论文件集中在口碑在B2B的背景下。在B2C口碑文学的研究结果表明，口碑大大影响企业的业绩，但管理人员不能简单地试图推断B2C的研究结果B2B竞技场。通过综合和评估先前的研究口碑在B2B的背景下，本研究有助于更好地理解B2B口碑现象，并促进未来的研究这一主题。
Purpose The purpose of this study is to review and analyze the status of word-of-mouth (WOM) research in the business-to-business (B2B) context and discuss and identify new possible future directions. Design/methodology/approach A systematic review was conducted and 36 articles on B2B WOM were collected to evaluate the current state of the literature and clarify possible future research directions. Findings This thematic analysis categorize these articles into three themes: WOM generation, WOM usage and reference marketing. Under each theme, the authors reveal research findings unique to B2B research and different from business-to-consumer (B2C) WOM research. This study identifies several research questions that should be addressed by future research. Originality/value Both academic researchers and business practitioners recognize that WOM plays an essential role in B2B marketing. However, no review paper focuses on WOM in the B2B context. Findings in the B2C WOM literature suggest that WOM substantially influences firms’ performance, but that managers cannot simply attempt to extrapolate B2C findings to the B2B arena. By synthesizing and assessing prior research on WOM in the B2B context, this study contributes to a better understanding of the B2B WOM phenomenon and facilitates future research on this topic.