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

Abstract

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 elaboration of a conceptual framework on constructs and protocols for effective influencer marketing, the Interval Type 2 Fuzzy Analytical Hierarchical Process (IT2F-AHP) method is used in combination with structured interviews to identify crucial attributes for successfully managing influencer marketing strategy in a B2B context. The findings underscore a notable emphasis placed by container shipping companies on internal influencers sourced from their workforce, as opposed to external influencers from the global market. This signifies a strategic orientation toward managing interaction-based marketing strategies. Additionally, when applying the 4M Model to the essential protocols for influencer marketing (i.e., make, manage, monitor, and measure), we observed a preference for the “manage” protocol and a lesser emphasis on measurement tools for assessing influencer marketing success. Despite the importance of corporate user accounts in social media, Maersk and MSC generally do not prioritize a protocol “measure” through these channels. We also found that trust is the highest weighted criterion in managing influencer marketing. In conclusion, this research sheds light on the nuanced strategies employed by liner shipping companies in leveraging influencer marketing strategy and engagement in a B2B context. These insights offer managers practical guidance and benchmarking opportunities to navigate the complexities of influencer marketing and optimize influencer marketing strategies and engagement in B2B markets.