A Systematic Review of the Effects of Influencer Marketing on B2B and B2C Sales Outcomes
Keywords:
Influencer marketing, B2B marketing, B2C marketing, sales outcomes, digital strategyAbstract
Influencer marketing has emerged as a central component of digital communication strategies, yet its impact on sales outcomes varies significantly between Business-to-Consumer (B2C) and Business-to-Business (B2B) sectors. This systematic review synthesizes existing empirical and conceptual literature to examine how influencers shape purchasing decisions, trust formation, and sales performance across these two distinct market environments. Findings indicate that in B2C contexts, influencer marketing drives immediate and measurable effects through emotional engagement, persuasive storytelling, and strong parasocial relationships, resulting in rapid changes in consumer purchase intention and brand preference. In contrast, B2B outcomes are shaped by expertise-based influence, thought leadership, and long-term trust, where influencers function as credible advisors guiding complex, multi-stakeholder decision-making processes. While B2C campaigns rely on creative content and mass reach, B2B strategies prioritize credibility, technical knowledge, and sustained professional communication. Despite growing adoption, research on B2B influencer sales impact remains limited, highlighting a critical gap in measurement and strategic understanding. This review provides a comparative perspective that clarifies sector-specific mechanisms of influence and emphasizes the need for future studies exploring sales attribution, cross-platform effectiveness, and long-term financial outcomes.
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