Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication
COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints. Reducin...
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2021-09-01
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| Series: | Journal of Business Economics and Management |
| Subjects: | |
| Online Access: | https://journals.vgtu.lt/index.php/JBEM/article/view/15527 |
| _version_ | 1818354592207863808 |
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| author | Chang Mo Jung |
| author_facet | Chang Mo Jung |
| author_sort | Chang Mo Jung |
| collection | DOAJ |
| description | COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints. Reducing perceived purchasing risk has been recognized as the primary benefit of using BRC, but empirical research on this has been insufficient. Therefore, this research investigated the underlying mechanisms of BRC and related processes that lower risk perception based on narrative transportation theory. For empirical analysis, a serial-parallel mediating model was established in which BRC type (narrative versus non-narrative) influences purchase intention through the mediation of narrative transportation and perceived purchase risks – functional risk and financial risk. In this experimental study, an online survey was conducted in which 233 purchasing managers in Korean companies participated. The analysis confirmed that the BRC type had a significant effect on the level of receivers’ narrative transportation. In addition, serial-parallel mediating effects through narrative transportation (primary mediator) and perceived functional risk and perceived financial risk (secondary mediators) were all significant. This research provides meaningful implications in that it broadens the theoretical understanding of BRC by presenting the integrated BRC effect model. Also, it clarifies the importance of narrative BRC in B2B marketing practices. |
| first_indexed | 2024-12-13T19:27:52Z |
| format | Article |
| id | doaj.art-b7d228fc636f41ddb4f2556d2682bdb3 |
| institution | Directory Open Access Journal |
| issn | 1611-1699 2029-4433 |
| language | English |
| last_indexed | 2024-12-13T19:27:52Z |
| publishDate | 2021-09-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Journal of Business Economics and Management |
| spelling | doaj.art-b7d228fc636f41ddb4f2556d2682bdb32022-12-21T23:33:59ZengVilnius Gediminas Technical UniversityJournal of Business Economics and Management1611-16992029-44332021-09-012251323–13411323–134110.3846/jbem.2021.1552715527Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communicationChang Mo Jung0School of Business Administration, Yonsei University, Seoul, KoreaCOVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints. Reducing perceived purchasing risk has been recognized as the primary benefit of using BRC, but empirical research on this has been insufficient. Therefore, this research investigated the underlying mechanisms of BRC and related processes that lower risk perception based on narrative transportation theory. For empirical analysis, a serial-parallel mediating model was established in which BRC type (narrative versus non-narrative) influences purchase intention through the mediation of narrative transportation and perceived purchase risks – functional risk and financial risk. In this experimental study, an online survey was conducted in which 233 purchasing managers in Korean companies participated. The analysis confirmed that the BRC type had a significant effect on the level of receivers’ narrative transportation. In addition, serial-parallel mediating effects through narrative transportation (primary mediator) and perceived functional risk and perceived financial risk (secondary mediators) were all significant. This research provides meaningful implications in that it broadens the theoretical understanding of BRC by presenting the integrated BRC effect model. Also, it clarifies the importance of narrative BRC in B2B marketing practices.https://journals.vgtu.lt/index.php/JBEM/article/view/15527b2b content marketingbusiness-reference contentb2b digital-marketingnarrative contentnarrative transportationb2b purchase risk |
| spellingShingle | Chang Mo Jung Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication Journal of Business Economics and Management b2b content marketing business-reference content b2b digital-marketing narrative content narrative transportation b2b purchase risk |
| title | Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication |
| title_full | Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication |
| title_fullStr | Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication |
| title_full_unstemmed | Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication |
| title_short | Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication |
| title_sort | drivers and consequences of business reference content brc the role of narrative transportation in b2b communication |
| topic | b2b content marketing business-reference content b2b digital-marketing narrative content narrative transportation b2b purchase risk |
| url | https://journals.vgtu.lt/index.php/JBEM/article/view/15527 |
| work_keys_str_mv | AT changmojung driversandconsequencesofbusinessreferencecontentbrctheroleofnarrativetransportationinb2bcommunication |