Effects of Influencer Marketing on Business-to-Business and Business-to-Consumer Sales Outcomes: An Empirical Analysis

Abstract

Influencer marketing has emerged as a transformative digital strategy, shaping how businesses engage audiences and drive sales outcomes across diverse market environments. This empirical study investigates the differential effects of influencer marketing on Business-to-Business (B2B) and Business-to-Consumer (B2C) sales performance, highlighting how variations in audience behavior, influencer credibility, and content strategies determine campaign effectiveness. Using a mixed-method comparative research design, data were collected from 400 respondents across both sectors through a structured survey measuring influencer credibility, content quality, engagement rate, trust formation, and perceived sales impact. Quantitative findings reveal that influencer marketing significantly enhances sales performance in both B2B and B2C markets, although the underlying mechanisms vary. B2C outcomes are largely driven by emotional appeal, visual storytelling, and parasocial relationships that stimulate immediate purchase intention. In contrast, B2B effectiveness depends on influencers’ expertise, thought leadership, and ability to reduce perceived risk in complex decision-making processes. Qualitative insights further illuminate sector-specific expectations, demonstrating that while B2C audiences prioritize authenticity and entertainment, B2B buyers value authority and informational depth. The study contributes to existing literature by offering a comprehensive sectoral comparison and provides actionable implications for optimizing influencer marketing strategies across different business contexts.