The role of influencer marketing in internationalising the B2B companies

Abstract

Influencer marketing, while extensively studied in B2C contexts, remains underexplored in B2B environments—particularly its role in internationalization and its use beyond social media platforms. This study investigates how B2B companies leverage influencer marketing strategies (e.g., podcasts, webinars, whitepapers, and industry events) to expand globally, while addressing cultural adaptation challenges and implementation constraints. Through qualitative analysis of eight semi-structured interviews with B2B marketing professionals and influencer practitioners, the research identifies four key themes: (1) the strategic use of influencer partnerships for market entry and trust-building, (2) the critical role of localized, culturally sensitive content, (3) the prioritization of authenticity and expertise over follower count, and (4) the alignment of influencer content with B2B customer journey stages. Findings reveal that B2B influencer marketing thrives when integrated into long-term relationship-building strategies, yet faces barriers such as ROI measurement difficulties, platform saturation, and organizational resistance. The study contributes to theory by bridging gaps in cross-cultural B2B influencer literature and offers practical insights for brand managers seeking to optimize influencer collaborations for international growth. By moving beyond social media-centric frameworks, this research underscores the transformative potential of influencer marketing as a credibility tool in complex B2B decision-making processes.