In his latest port study published in Maritime Economics & Logistics, co-director of PortEconomics Theo Notteboom, along with Sedat Baştuğ, Fevzi Bitiktaş, Ercan Akan, and Funda A. Yercan, explores how container shipping companies effectively manage influencer marketing within the B2B sector.
Studying the cases of Maersk and MSC, the research highlights the significance of internal influencers sourced from within the workforce, contrasting this approach with the reliance on external influencers from the global market. Trust emerges as a critical element in managing influencer marketing strategies, emphasizing the importance of building strong customer relationships through consistent engagement and emotional connections.
The study also introduces a conceptual model that delineates the constructs of influencer marketing and their interrelationships, offering valuable insights for managers seeking to optimize their marketing strategies in the container shipping industry.
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