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Influencer marketing in B2B services: a holistic approach for the container shipping industry

Notteboom, Theo; Baştuğ, Sedat; Bitiktaş, Fevzi; Akan, Ercan; Yercan, Funda (Palgrave Macmillan, 2024)

This study examines how container shipping companies Maersk and MSC as B2B service providers effectively manage influencer marketing and implement managerial influencer marketing strategies within their industry. After the ...