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• W2789628691 abstract "This study demonstrates how digital content, engagement strategies, and influence tactics inspire social media communities to embrace B2B marketers seeking their advocacy. Using grounded theory in the context of transformational and charismatic leadership, a model is proposed for examining a marketer’s capacity to inspire. Along with its proposed antecedents and outcomes, inspirational motivation was tested on a dyad of 171 influencer/content evaluators. Results confirmed that inspirational motivation drives social media influence. Inspirational motivation, in turn, is directly influenced by humor, visionary insights, and engagement. Results also showed support for the mediating influence humor has on visual storytelling and inspirational motivation." @default.
• W2789628691 created "2018-03-29" @default.
• W2789628691 creator A5051584834 @default.
• W2789628691 creator A5054095465 @default.
• W2789628691 date "2018-03-02" @default.
• W2789628691 modified "2023-10-14" @default.
• W2789628691 title "A DYADIC EXAMINATION OF INSPIRATIONAL FACTORS DRIVING B2B SOCIAL MEDIA INFLUENCE" @default.
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• W2789628691 doi "https://doi.org/10.1080/10696679.2017.1389244" @default.
• W2789628691 hasPublicationYear "2018" @default.
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