Information from the abstract
Business-to-business (B2B) influencer and thought-leader marketing have grown in practical importance through industry-analyst gatekeeping, LinkedIn-mediated social selling, and AI-augmented content; however, research remains fragmented, and our searches identified no integrative review dedicated to the B2B setting. Following PRISMA 2020, three Scopus searches on May 13, 2026, retrieved 546 records (542 after deduplication), whose two-coder screening is in progress. This paper reports the review protocol and its calibration, not a completed systematic review; all substantive findings are preliminary. The synthesis was run on a pre-specified Australian Business Deans Council 2025-listed calibration subcorpus of 15 papers, drawn from the access-restricted subset used to pilot the 18-field coding template and calibrate the journal-quality threshold. Within this evidence base, the paper proposes a provisional schema—the 4Cs of B2B influence exchange (communicator, content, channel, and context)—and reports that decisions are rarely modeled as discrete behavioral variables. The diagnosis exposes the absence of persuasion-theoretic frameworks and the prominence of technology-adoption theories. The results also indicate buyer-side and platform undersampling and cross-sectional, single-method designs. A traceable research agenda is developed along theoretical, contextual, and methodological pathways. The 4Cs schema and antecedents–decisions–outcomes map are hypothesis-generating scaffolds to be retested against the full primary corpus.
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Related topics: Digital Marketing and Social Media · Marketing and Advertising Strategies · Meta-analysis and systematic reviews
Thai researcher and institutional participation
Noptanit Chotisarn · Thadathibesra Phuthong · Thammasat University · Silpakorn University
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