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A Systematic Review of B2B Word of Mouth

This study, unique in its focus on word-of-mouth in the business-to-business context, outlines potential research directions and critically analyzes existing discourse. Eighteen academic articles formed the foundation of our systematic review. The thematic analysis uncovered three main topics: reference marketing, word-of-mouth usage, and WOM's origin. Each topic encapsulates a specific B2B WOM feature, underscoring the complexity and depth of this field. This study has identified numerous research questions that demand more investigation. Both academics and businesses acknowledge the importance of word-of-mouth to B2B marketing. The gap was determined, as no prior studies specifically pursued the analysis of WOM in a business-to-business context. Although existing research into B2C WOM reveals its significant influence on organizational performance, for managers, it is essential to apply these results to more than just the B2B market. Expanding on core insights about the critical necessity of word-of-mouth in the business-to-business setting, this inquiry plunges into poorly-studied dimensions contributing to making WOM in B2B marketing strategy so complex and impactful. At its core, WOM’s functioning in B2B interactions is defined by its capability to affect purchase behavior on the one hand and create longstanding business relationships, trust, and good brand reputation on the other hand.

BY: AFFAN NADEEM 
     07/05/2024
     EIU PARIS