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Abstract
This study demonstrates how digital content, engagement strategies, and influence tactics inspire social media communities to embrace B2B marketers seeking their advocacy. Using grounded theory in the context of transformational and charismatic leadership, a model is proposed for examining a marketer’s capacity to inspire. Along with its proposed antecedents and outcomes, inspirational motivation was tested on a dyad of 171 influencer/content evaluators. Results confirmed that inspirational motivation drives social media influence. Inspirational motivation, in turn, is directly influenced by humor, visionary insights, and engagement. Results also showed support for the mediating influence humor has on visual storytelling and inspirational motivation.
Additional information
Notes on contributors
James M. Barry
James M. Barry (D.B.A., Nova Southeastern University), Associate Professor of Marketing, H. Wayne Huizenga College of Business and Entrepreneurship, Nova Southeastern University, Fort Lauderdale, FL, [email protected].
John Gironda
John Gironda (Ph.D., Florida Atlantic University), Associate Professor of Marketing, H. Wayne Huizenga College of Business and Entrepreneurship, Nova Southeastern University, Fort Lauderdale, FL, [email protected].