Business-to-Business Word-of-Mouth Promotion: A Thorough Examination and Additional Research
DOI:
https://doi.org/10.69968/ijisem.2024v3si2292-296Keywords:
Recommendation, citation, referral, Word-of-Mouth, systematic reviewAbstract
This study's main goal is to evaluate and assess the state of WOM research in the context of business-to-business transactions. It also seeks to pinpoint fresh, potential avenues for this field of study in the future. The researchers gathered 36 publications about B2B WOM in order to do a systematic review. These papers were examined to assess the state of the literature and pinpoint original discoveries related to business-to-business research. This study provides a systematic review of word-of-mouth (WOM) research within business-to-business (B2B) transactions, aiming to evaluate the current literature and uncover future research opportunities. WOM plays a critical role in B2B settings, where peer recommendations and reputational insights significantly influence purchasing decisions, relationship building, and trust. Analyzing 36 relevant publications, this review synthesizes key themes, theories, and findings in the field, including factors driving B2B WOM and its impact on business relationships. Additionally, the study highlights gaps and underexplored areas, proposing potential research avenues to enhance the understanding of B2B WOM. By illuminating these insights, this study contributes both to academic knowledge and practical applications, guiding companies in utilizing WOM to strengthen B2B marketing and competitive positioning.
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