Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication
Abstract
COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints. Reducing perceived purchasing risk has been recognized as the primary benefit of using BRC, but empirical research on this has been insufficient. Therefore, this research investigated the underlying mechanisms of BRC and related processes that lower risk perception based on narrative transportation theory. For empirical analysis, a serial-parallel mediating model was established in which BRC type (narrative versus non-narrative) influences purchase intention through the mediation of narrative transportation and perceived purchase risks – functional risk and financial risk. In this experimental study, an online survey was conducted in which 233 purchasing managers in Korean companies participated. The analysis confirmed that the BRC type had a significant effect on the level of receivers’ narrative transportation. In addition, serial-parallel mediating effects through narrative transportation (primary mediator) and perceived functional risk and perceived financial risk (secondary mediators) were all significant. This research provides meaningful implications in that it broadens the theoretical understanding of BRC by presenting the integrated BRC effect model. Also, it clarifies the importance of narrative BRC in B2B marketing practices.
Keyword : B2B content marketing, business-reference content, B2B digital-marketing, narrative content, narrative transportation, B2B purchase risk
How to Cite
Jung, C. M. (2021). Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication. Journal of Business Economics and Management, 22(5), 1323–1341. https://doi.org/10.3846/jbem.2021.15527
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Anaza, N. A., Kemp, E., Briggs, E., & Borders, A. L. (2020). Tell me a story: The role of narrative transportation and the C-suite in B2B advertising. Industrial Marketing Management, 89, 605–618. https://doi.org/10.1016/j.indmarman.2019.02.002
Anderson, J. C., Narus, J. A., & Van Rossum, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 90. https://hbr.org/2006/03/customer-value-propositions-in-business-markets
Bagozzi, R. P., Yi, Y., & Nassen, K. D. (1998). Representation of measurement error in marketing variables: Review of approaches and extension to three-facet designs. Journal of Econometrics, 89(1–2), 393–421. https://doi.org/10.1016/S0304-4076(98)00068-2
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421–458. https://doi.org/10.2307/2393203
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Prentice-Hall, Inc. https://www.worldcat.org/title/social-foundations-of-thought-and-action-a-social-cognitivetheory/oclc/12080269
Banerjee, S. C., & Greene, K. (2012). Role of transportation in the persuasion process: Cognitive and affective responses to antidrug narratives. Journal of Health Communication, 17(5), 564–581. https://doi.org/10.1080/10810730.2011.635779
Behling, O., & Law, K. S. (2000). Translating questionnaires and other research instruments: Problems and solutions (Vol. 133). Sage Publications, Inc. https://doi.org/10.4135/9781412986373
Bonnin, G., & Alfonso, M. R. (2019). The narrative strategies of B2B technology brands. Journal of Business & Industrial Marketing, 34(7), 1448–1458. https://doi.org/10.1108/JBIM-03-2019-0112
Brown, B. P., Bellenger, D. N., & Johnston, W. J. (2007). The implications of business-to-business and consumer market differences for B2B branding strategy. Journal of Business Market Management, 1, 209–230. https://doi.org/10.1007/s12087-007-0011-x
Brown, B. P., Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2011). When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity. International Journal of Marketing Research, 28(3), 194–204. https://doi.org/10.1016/j.ijresmar.2011.03.004
Cacioppo, J. T., & Petty, R. E. (1984). The Elaboration Likelihood Model of persuasion. Advances in Experimental Social Psychology, 19(1), 123–205. https://doi.org/10.1016/S0065-2601(08)60214-2
Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766. https://doi.org/10.1037/0022-3514.39.5.752
Deighton, J., Romer, D., & McQueen, J. (1989). Using drama to persuade. Journal of Consumer Research, 16(3), 335–343. https://doi.org/10.1086/209219
Escalas, J. E., Moore, M. C., & Britton, J. E. (2004). Fishing for feeling? Hooking viewers helps! Journal of Consumer Psychology, 14(1–2), 105–114.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: A perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451–474. https://doi.org/10.1016/S1071-5819(03)00111-3
Feng, Y. (2018). Facilitator or inhibitor? The use of 360-degree videos for immersive brand storytelling. Journal of Interactive Advertising, 18(1), 28–42. https://doi.org/10.1080/15252019.2018.1446199
Fitzgerald, K., & Green, M. C. (2017). Narrative persuasion: Effects of transporting stories on attitudes, beliefs, and behaviors. In F. Hakemulder, M. M. Kuijpers, Ed S. Tan, K. Bálint, & M. M. Doicaru (Eds.), Narrative absorption (pp. 49–67). John Benjamins Publishing Company. https://doi.org/10.1075/lal.27.04fit
Gilliam, D. A., & Flaherty, K. E. (2015). Storytelling by the sales force and its effect on buyer–seller exchange. Industrial Marketing Management, 46, 132–142. https://doi.org/10.1016/j.indmarman.2015.01.013
Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721. https://doi.org/10.1037//0022-3514.79.5.701
Green, M. C., & Fitzgerald, K. (2017). Transportation theory applied to health and risk messaging. In Oxford research encyclopedia of communication. https://doi.org/10.1093/acrefore/9780190228613.013.261
Green, M. C., & Sestir, M. (2017). International encyclopedia of media effects. Wiley.
Grewal, D., Gotlieb, J., & Marmorstein, H. (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21(1), 145–153. https://doi.org/10.1086/209388
Ha, H.-Y. (2002). The effects of consumer risk perception on pre-purchase information in online auctions: Brand, word-of-mouth, and customized information. Journal of Computer-Mediated Communication, 8(1). https://doi.org/10.1111/j.1083-6101.2002.tb00160.x
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Harrison, L., Gavin, R., Plotkin, C. L., & Stanley, J. (2020, July). How B2B sales have changed during COVID-19. McKinsey Quarterly. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-b2b-sales-have-changed-during-covid-19
Hayes, A. F. (2018). Partial, conditional, and moderated moderated mediation: Quantification, inference, and interpretation. Communication Monographs, 85(1), 4–40. https://doi.org/10.1080/03637751.2017.1352100
Horton, R. L. (1976). The structure of perceived risk: Some further progress. Journal of the Academy of Marketing Science, 4, 694–706. https://doi.org/10.1177/009207037600400303
Igartua, J. J., & Rodríguez-Contreras, L. (2020). Narrative voice matters! Improving smoking prevention with testimonial messages through identification and cognitive processes. International Journal of Environmental Research and Public Health, 17(19), 7281. https://doi.org/10.3390/ijerph17197281
Işçi, Ü., & Kitapçi, H. (2020). Responses of Turkish consumers to product risk information in the context of negative eWOM. Journal of Business Economics and Management, 21(6), 1593–1609. https://doi.org/10.3846/jbem.2020.13383
Jaakkola, E., & Aarikka-Stenroos, L. (2019). Customer referencing as business actor engagement behavior – Creating value in and beyond triadic settings. Industrial Marketing Management, 80(1), 27–42. https://doi.org/10.1016/j.indmarman.2018.06.014
Jalkala, A., & Salminen, R. T. (2009). Communicating customer references on industrial companies’ Web sites. Industrial Marketing Management, 38(7), 825–837. https://doi.org/10.1016/j.indmarman.2008.04.009
Jalkala, A., & Salminen, R. T. (2010). Practices and functions of customer reference marketing – Leveraging customer references as marketing assets. Industrial Marketing Management, 39(6), 975–985. https://doi.org/10.1016/j.indmarman.2010.06.017
Kang, J. A., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Behaviour, 19(1), 47–56. https://doi.org/10.1002/cb.1793
Kardes, F. R., Herr, P. M., & Schwarz, N. (2019). Handbook of research methods in consumer psychology (1st ed.). Routledge. https://doi.org/10.4324/9781351137713
Kelley, K. (2007). Methods for the behavioral, educational, and social sciences: An R package. Behavior Research Methods, 39(4), 979–984. https://doi.org/10.3758/BF03192993
Kim, E., Ratneshwar, S., & Thorson, E. (2017). Why narrative Ads work: An integrated process explanation. Journal of Advertising, 46(2), 283–296. https://doi.org/10.1080/00913367.2016.1268984
Krakow, M. M., Yale, R. N., Jensen, J. D., Carcioppolo, N., & Ratcliff, C. L. (2018). Comparing mediational pathways for narrative-and argument-based messages: Believability, counterarguing, and emotional reaction. Human Communication Research, 44(3), 299–321. https://doi.org/10.1093/hcr/hqy002
Kumar, V., Petersen, J. A., & Leone, R. P. (2013). Defining, measuring, and managing business reference value. Journal of Marketing, 77(1), 68–86. https://doi.org/10.1509/jm.11.0424
Lakens, D. (2013). Calculating and reporting effect sizes to facilitate cumulative science: A practical primer for t-tests and ANOVAs. Frontiers in Psychology, 4, 863. https://doi.org/10.3389/fpsyg.2013.00863
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172. https://doi.org/10.1509/jm.15.0415
Lee, H. G., Jung, C. M., & Kim, Y. C. (2017). An exploratory study on the effects of B2B marketing content strategy on the intention to accept product. Proceedings of Korea Distribution Association, Korea. http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07230016
Leiner, D. J. (2016). Our research’s breadth lives on convenience samples A case study of the online respondent pool “SoSci Panel”. SCM Studies in Communication and Media, 5(4), 367–396.
https://doi.org/10.5771/2192-4007-2016-4-367
Lien, N. H., & Chen, Y. L. (2013). Narrative ads: The effect of argument strength and story format. Journal of Business Research, 66(4), 516–522. https://doi.org/10.1016/j.jbusres.2011.12.016
Lippel, K., & Quinlan, M. (2011). Regulation of psychosocial risk factors at work: An international overview. Safety Science, 49(4), 543–546. https://doi.org/10.1016/j.ssci.2010.09.015
Mar, R. A. (2018). Stories and the promotion of social cognition. Current Directions in Psychological Science, 27(4), 257–262. https://doi.org/10.1177/0963721417749654
Mitchell, V. W. (1992). Understanding consumers’ behaviour: Can perceived risk theory help? Management Decision, 30(3). https://doi.org/10.1108/00251749210013050
Morgado, A. V. (2020). How to profit from reference marketing in B2B market. The European Business Review. https://www.europeanbusinessreview.com/how-to-profit-from-reference-marketing-in-b2b-markets/
Mumper, M. L., & Gerrig, R. J. (2017). Leisure reading and social cognition: A meta-analysis. Psychology of Aesthetics, Creativity, and the Arts, 11(1), 109–120. https://doi.org/10.1037/aca0000089
Nyadzayo, M. W., Casidy, R., & Thaichon, P. (2020). B2B purchase engagement: Examining the key drivers and outcomes in professional services. Industrial Marketing Management, 85, 197–208. https://doi.org/10.1016/j.indmarman.2019.11.007
Paluch, S., & Wunderlich, V. N. (2016). Contrasting risk perceptions of technology-based service innovations in inter-organizational settings. Journal of Business Research, 69(7), 2424–2431. https://doi.org/10.1016/j.jbusres.2016.01.012
Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184–188. https://doi.org/10.1177/002224377601300210
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63, 539–569.
https://doi.org/10.1146/annurev-psych-120710-100452
Raymond, J. L., & Medina, J. F. (2018). Computational principles of supervised learning in the cerebellum. Annual Review of Neuroscience, 41, 233–253. https://doi.org/10.1146/annurev-neuro-080317-061948
Ruokolainen, J., & Aarikka-Stenroos, L. (2016). Rhetoric in customer referencing: Fortifying sales arguments in two start-up companies. Industrial Marketing Management, 54, 188–202. https://doi.org/10.1016/j.indmarman.2015.08.002
Salminen, R., & Möller, K. (2006). Role of references in business marketing – Towards a normative theory of referencing. Journal of Business-to-Business Marketing, 13(1), 1–51. https://doi.org/10.1300/J033v13n01_01
Schweitzer, F., & Van den Hende, E. A. (2017). Drivers and consequences of narrative transportation: Understanding the role of stories and domain‐specific skills in improving radically new products. Journal of Product Innovation Management, 34(1), 101–118. https://doi.org/10.1111/jpim.12329
Seo, Y., Li, X., Choi, Y. K., & Yoon, S. (2018). Narrative transportation and paratextual features of social media in viral advertising. Journal of Marketing, 47(1), 83–95. https://doi.org/10.1080/00913367.2017.1405752
Sharma, P. (2020). Why are industrial firms high or low brand sensitive? An empirical investigation.
Journal of Marketing Theory and Practice, 28(1), 56–78. https://doi.org/10.1080/10696679.2019.1662314
Sharma, P., Sengupta, R. N., & Lichtenthal, J. D. (2020). Facets of business-to-business brand equity:
Mixed-methods approach. Marketing Intelligence & Planning, 37(7), 754–769. https://doi.org/10.1108/MIP-10-2018-0437
Su, P. J., Lu, H. P., & Lin, P. H. (2018). How the microfilm marketing strategy stimulates consumers’ purchase intention. Social Behavior and Personality: An International Journal, 46(6), 953–968. https://doi.org/10.2224/sbp.6943
Teng, L., Laroche, M., & Zhu, H. (2007). The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior. Journal of Consumer Marketing, 24(1), 27–35. https://doi.org/10.1108/07363760710720966
Terho, H., & Jalkala, A. (2017). Customer reference marketing: Conceptualization, measurement and link to selling performance. Industrial Marketing Management, 64, 175–186. https://doi.org/10.1016/j.indmarman.2017.01.005
Tojib, D. R., & Sugianto, L. F. (2006). Content validity of instruments in IS research. Journal of Information Technology Theory and Application (JITTA), 8(3), 5. https://aisel.aisnet.org/jitta/vol8/iss3/5
Van Laer, T., de Ruyter, K., Visconti, L. M., & Wetzels, M. (2014). The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers’ narrative transportation. Journal of Consumer Research, 40(5), 797–817. https://doi.org/10.1086/673383
Van Laer, T., Feiereisen, S., & Visconti, L. M. (2019). Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research, 96(1), 135–146. https://doi.org/10.1016/j.jbusres.2018.10.053
Anderson, J. C., Narus, J. A., & Van Rossum, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 90. https://hbr.org/2006/03/customer-value-propositions-in-business-markets
Bagozzi, R. P., Yi, Y., & Nassen, K. D. (1998). Representation of measurement error in marketing variables: Review of approaches and extension to three-facet designs. Journal of Econometrics, 89(1–2), 393–421. https://doi.org/10.1016/S0304-4076(98)00068-2
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421–458. https://doi.org/10.2307/2393203
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Prentice-Hall, Inc. https://www.worldcat.org/title/social-foundations-of-thought-and-action-a-social-cognitivetheory/oclc/12080269
Banerjee, S. C., & Greene, K. (2012). Role of transportation in the persuasion process: Cognitive and affective responses to antidrug narratives. Journal of Health Communication, 17(5), 564–581. https://doi.org/10.1080/10810730.2011.635779
Behling, O., & Law, K. S. (2000). Translating questionnaires and other research instruments: Problems and solutions (Vol. 133). Sage Publications, Inc. https://doi.org/10.4135/9781412986373
Bonnin, G., & Alfonso, M. R. (2019). The narrative strategies of B2B technology brands. Journal of Business & Industrial Marketing, 34(7), 1448–1458. https://doi.org/10.1108/JBIM-03-2019-0112
Brown, B. P., Bellenger, D. N., & Johnston, W. J. (2007). The implications of business-to-business and consumer market differences for B2B branding strategy. Journal of Business Market Management, 1, 209–230. https://doi.org/10.1007/s12087-007-0011-x
Brown, B. P., Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2011). When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity. International Journal of Marketing Research, 28(3), 194–204. https://doi.org/10.1016/j.ijresmar.2011.03.004
Cacioppo, J. T., & Petty, R. E. (1984). The Elaboration Likelihood Model of persuasion. Advances in Experimental Social Psychology, 19(1), 123–205. https://doi.org/10.1016/S0065-2601(08)60214-2
Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766. https://doi.org/10.1037/0022-3514.39.5.752
Deighton, J., Romer, D., & McQueen, J. (1989). Using drama to persuade. Journal of Consumer Research, 16(3), 335–343. https://doi.org/10.1086/209219
Escalas, J. E., Moore, M. C., & Britton, J. E. (2004). Fishing for feeling? Hooking viewers helps! Journal of Consumer Psychology, 14(1–2), 105–114.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: A perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451–474. https://doi.org/10.1016/S1071-5819(03)00111-3
Feng, Y. (2018). Facilitator or inhibitor? The use of 360-degree videos for immersive brand storytelling. Journal of Interactive Advertising, 18(1), 28–42. https://doi.org/10.1080/15252019.2018.1446199
Fitzgerald, K., & Green, M. C. (2017). Narrative persuasion: Effects of transporting stories on attitudes, beliefs, and behaviors. In F. Hakemulder, M. M. Kuijpers, Ed S. Tan, K. Bálint, & M. M. Doicaru (Eds.), Narrative absorption (pp. 49–67). John Benjamins Publishing Company. https://doi.org/10.1075/lal.27.04fit
Gilliam, D. A., & Flaherty, K. E. (2015). Storytelling by the sales force and its effect on buyer–seller exchange. Industrial Marketing Management, 46, 132–142. https://doi.org/10.1016/j.indmarman.2015.01.013
Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721. https://doi.org/10.1037//0022-3514.79.5.701
Green, M. C., & Fitzgerald, K. (2017). Transportation theory applied to health and risk messaging. In Oxford research encyclopedia of communication. https://doi.org/10.1093/acrefore/9780190228613.013.261
Green, M. C., & Sestir, M. (2017). International encyclopedia of media effects. Wiley.
Grewal, D., Gotlieb, J., & Marmorstein, H. (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21(1), 145–153. https://doi.org/10.1086/209388
Ha, H.-Y. (2002). The effects of consumer risk perception on pre-purchase information in online auctions: Brand, word-of-mouth, and customized information. Journal of Computer-Mediated Communication, 8(1). https://doi.org/10.1111/j.1083-6101.2002.tb00160.x
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Harrison, L., Gavin, R., Plotkin, C. L., & Stanley, J. (2020, July). How B2B sales have changed during COVID-19. McKinsey Quarterly. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-b2b-sales-have-changed-during-covid-19
Hayes, A. F. (2018). Partial, conditional, and moderated moderated mediation: Quantification, inference, and interpretation. Communication Monographs, 85(1), 4–40. https://doi.org/10.1080/03637751.2017.1352100
Horton, R. L. (1976). The structure of perceived risk: Some further progress. Journal of the Academy of Marketing Science, 4, 694–706. https://doi.org/10.1177/009207037600400303
Igartua, J. J., & Rodríguez-Contreras, L. (2020). Narrative voice matters! Improving smoking prevention with testimonial messages through identification and cognitive processes. International Journal of Environmental Research and Public Health, 17(19), 7281. https://doi.org/10.3390/ijerph17197281
Işçi, Ü., & Kitapçi, H. (2020). Responses of Turkish consumers to product risk information in the context of negative eWOM. Journal of Business Economics and Management, 21(6), 1593–1609. https://doi.org/10.3846/jbem.2020.13383
Jaakkola, E., & Aarikka-Stenroos, L. (2019). Customer referencing as business actor engagement behavior – Creating value in and beyond triadic settings. Industrial Marketing Management, 80(1), 27–42. https://doi.org/10.1016/j.indmarman.2018.06.014
Jalkala, A., & Salminen, R. T. (2009). Communicating customer references on industrial companies’ Web sites. Industrial Marketing Management, 38(7), 825–837. https://doi.org/10.1016/j.indmarman.2008.04.009
Jalkala, A., & Salminen, R. T. (2010). Practices and functions of customer reference marketing – Leveraging customer references as marketing assets. Industrial Marketing Management, 39(6), 975–985. https://doi.org/10.1016/j.indmarman.2010.06.017
Kang, J. A., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Behaviour, 19(1), 47–56. https://doi.org/10.1002/cb.1793
Kardes, F. R., Herr, P. M., & Schwarz, N. (2019). Handbook of research methods in consumer psychology (1st ed.). Routledge. https://doi.org/10.4324/9781351137713
Kelley, K. (2007). Methods for the behavioral, educational, and social sciences: An R package. Behavior Research Methods, 39(4), 979–984. https://doi.org/10.3758/BF03192993
Kim, E., Ratneshwar, S., & Thorson, E. (2017). Why narrative Ads work: An integrated process explanation. Journal of Advertising, 46(2), 283–296. https://doi.org/10.1080/00913367.2016.1268984
Krakow, M. M., Yale, R. N., Jensen, J. D., Carcioppolo, N., & Ratcliff, C. L. (2018). Comparing mediational pathways for narrative-and argument-based messages: Believability, counterarguing, and emotional reaction. Human Communication Research, 44(3), 299–321. https://doi.org/10.1093/hcr/hqy002
Kumar, V., Petersen, J. A., & Leone, R. P. (2013). Defining, measuring, and managing business reference value. Journal of Marketing, 77(1), 68–86. https://doi.org/10.1509/jm.11.0424
Lakens, D. (2013). Calculating and reporting effect sizes to facilitate cumulative science: A practical primer for t-tests and ANOVAs. Frontiers in Psychology, 4, 863. https://doi.org/10.3389/fpsyg.2013.00863
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172. https://doi.org/10.1509/jm.15.0415
Lee, H. G., Jung, C. M., & Kim, Y. C. (2017). An exploratory study on the effects of B2B marketing content strategy on the intention to accept product. Proceedings of Korea Distribution Association, Korea. http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07230016
Leiner, D. J. (2016). Our research’s breadth lives on convenience samples A case study of the online respondent pool “SoSci Panel”. SCM Studies in Communication and Media, 5(4), 367–396.
https://doi.org/10.5771/2192-4007-2016-4-367
Lien, N. H., & Chen, Y. L. (2013). Narrative ads: The effect of argument strength and story format. Journal of Business Research, 66(4), 516–522. https://doi.org/10.1016/j.jbusres.2011.12.016
Lippel, K., & Quinlan, M. (2011). Regulation of psychosocial risk factors at work: An international overview. Safety Science, 49(4), 543–546. https://doi.org/10.1016/j.ssci.2010.09.015
Mar, R. A. (2018). Stories and the promotion of social cognition. Current Directions in Psychological Science, 27(4), 257–262. https://doi.org/10.1177/0963721417749654
Mitchell, V. W. (1992). Understanding consumers’ behaviour: Can perceived risk theory help? Management Decision, 30(3). https://doi.org/10.1108/00251749210013050
Morgado, A. V. (2020). How to profit from reference marketing in B2B market. The European Business Review. https://www.europeanbusinessreview.com/how-to-profit-from-reference-marketing-in-b2b-markets/
Mumper, M. L., & Gerrig, R. J. (2017). Leisure reading and social cognition: A meta-analysis. Psychology of Aesthetics, Creativity, and the Arts, 11(1), 109–120. https://doi.org/10.1037/aca0000089
Nyadzayo, M. W., Casidy, R., & Thaichon, P. (2020). B2B purchase engagement: Examining the key drivers and outcomes in professional services. Industrial Marketing Management, 85, 197–208. https://doi.org/10.1016/j.indmarman.2019.11.007
Paluch, S., & Wunderlich, V. N. (2016). Contrasting risk perceptions of technology-based service innovations in inter-organizational settings. Journal of Business Research, 69(7), 2424–2431. https://doi.org/10.1016/j.jbusres.2016.01.012
Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184–188. https://doi.org/10.1177/002224377601300210
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63, 539–569.
https://doi.org/10.1146/annurev-psych-120710-100452
Raymond, J. L., & Medina, J. F. (2018). Computational principles of supervised learning in the cerebellum. Annual Review of Neuroscience, 41, 233–253. https://doi.org/10.1146/annurev-neuro-080317-061948
Ruokolainen, J., & Aarikka-Stenroos, L. (2016). Rhetoric in customer referencing: Fortifying sales arguments in two start-up companies. Industrial Marketing Management, 54, 188–202. https://doi.org/10.1016/j.indmarman.2015.08.002
Salminen, R., & Möller, K. (2006). Role of references in business marketing – Towards a normative theory of referencing. Journal of Business-to-Business Marketing, 13(1), 1–51. https://doi.org/10.1300/J033v13n01_01
Schweitzer, F., & Van den Hende, E. A. (2017). Drivers and consequences of narrative transportation: Understanding the role of stories and domain‐specific skills in improving radically new products. Journal of Product Innovation Management, 34(1), 101–118. https://doi.org/10.1111/jpim.12329
Seo, Y., Li, X., Choi, Y. K., & Yoon, S. (2018). Narrative transportation and paratextual features of social media in viral advertising. Journal of Marketing, 47(1), 83–95. https://doi.org/10.1080/00913367.2017.1405752
Sharma, P. (2020). Why are industrial firms high or low brand sensitive? An empirical investigation.
Journal of Marketing Theory and Practice, 28(1), 56–78. https://doi.org/10.1080/10696679.2019.1662314
Sharma, P., Sengupta, R. N., & Lichtenthal, J. D. (2020). Facets of business-to-business brand equity:
Mixed-methods approach. Marketing Intelligence & Planning, 37(7), 754–769. https://doi.org/10.1108/MIP-10-2018-0437
Su, P. J., Lu, H. P., & Lin, P. H. (2018). How the microfilm marketing strategy stimulates consumers’ purchase intention. Social Behavior and Personality: An International Journal, 46(6), 953–968. https://doi.org/10.2224/sbp.6943
Teng, L., Laroche, M., & Zhu, H. (2007). The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior. Journal of Consumer Marketing, 24(1), 27–35. https://doi.org/10.1108/07363760710720966
Terho, H., & Jalkala, A. (2017). Customer reference marketing: Conceptualization, measurement and link to selling performance. Industrial Marketing Management, 64, 175–186. https://doi.org/10.1016/j.indmarman.2017.01.005
Tojib, D. R., & Sugianto, L. F. (2006). Content validity of instruments in IS research. Journal of Information Technology Theory and Application (JITTA), 8(3), 5. https://aisel.aisnet.org/jitta/vol8/iss3/5
Van Laer, T., de Ruyter, K., Visconti, L. M., & Wetzels, M. (2014). The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers’ narrative transportation. Journal of Consumer Research, 40(5), 797–817. https://doi.org/10.1086/673383
Van Laer, T., Feiereisen, S., & Visconti, L. M. (2019). Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research, 96(1), 135–146. https://doi.org/10.1016/j.jbusres.2018.10.053