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The purpose of this study is to address these questions. Word-of-mouth (WOM) is increasingly important in business-to-business (B2B) decision-making. Yet, research on this topic is rather limited, and often borrows from business-to-consumer (B2C) WOM literature. The question remains as to whether these assumptions realistically occur in B2B WOM. Specifically, this study explores the following questions: What value does B2B WOM have? Why do social media influencers in B2B engage in WOM? What type(s) of social media influencers spread WOM in B2B?

To address these questions, this study adopts a qualitative research strategy. This study focuses on industry analysts in information technology markets who often influence the buying decisions of customers through their expertise and recommendations of technology solutions. Based on interviews with these influencers, this study explicates B2B WOM, an area the authors know much less of in comparison to B2C WOM.

This study reveals differences in who spreads WOM within B2B, their roles, key features of their content and how they spread WOM. Second, this study demonstrates the types of actors spreading WOM in B2B in relation to the type of WOM and how it actually influences B2B markets.

This study broadens the current definition of WOM and, specifically, showcases WOM not only as amplifying messages but as a means to co-create the market itself with vendors and clients. This research offers several contributions to the B2B WOM literature and influencer practice.

This study seeks to identify the generic elements of a business model in the field of technology‐based services and uses those elements to build a networked business model. A networked business model reflects a situation when it is impossible for a single company to govern all the relevant resources and activities needed in developing, producing, and marketing technology‐based services.

The empirical part of the paper presents a qualitative futures study that employs the Delphi method and scenario planning.

The paper presents a framework describing the core elements of a networked business model, and shows how it can be applied in developing business model scenarios for technology‐based services.

By examining the business model from a network perspective, the study creates conceptual tools for both researchers and managers to describe, plan and develop future business models.

The purpose of this paper is to present the findings of a bibliometric analysis of the evolution and structure of business model research in industrial marketing scholarship during the period between 2011 and 2020 and to discuss potential directions for future empirical research.

Bibliometric methodologies are deployed to objectively evaluate the business model research that has made the most impact within industrial marketing scholarship as well as the prominent scholars and key topics driving the discipline at points in time.

The findings demonstrate the formative but increasing engagement that industrial marketing scholarship has had with business model literature and the limited but increasing degree that business models have influenced industrial marketing literature. Potential directions for the empirical development of business model literature are argued to lie in the areas of collaboration and coopetition by examining the notion of value within the relationships, interactions and/or networks evidenced in European seaports business models.

Bibliometric analysis is retrospective in nature so developments in the literature appear only after some time has elapsed. Different keyword selection when formulating search strings for sampling may have brought some deviations in the analysis.

Research that investigates the link between business models and industrial marketing is still scarce. This paper is among the few that analyze objectively the evolution and structure of business model literature in industrial marketing scholarship from a longitudinal perspective with a particular emphasis on the period between 2011 and 2020.

The increased digital interactions in the B2B industry have enhanced the importance of customer engagement as a measure of firm performance. This study aims to map and analyze temporal and spatial journeys for customer engagement in B2B markets from a bibliometric perspective.

The extant literature on customer engagement research in the B2B context was analyzed using bibliometric analysis. The citation analysis, keyword analysis, cluster analysis, three-field plot and bibliographic coupling were used to map the intellectual structure of customer engagement in B2B markets.

The research on customer engagement in the B2B context was studied more in western countries. The analysis suggests that customer engagement in B2B markets will take centre stage in the coming times as digital channels make it easier to track critical metrics besides other key factors. Issues like digital transformation, the use of artificial intelligence for virtual engagement, personalization, innovation and salesforce management by leveraging technology would be critical for improved B2B customer engagement.

The study provides a comprehensive reference to scholars working in this domain.

The study makes a pioneering effort to comprehensively analyze the vast corpus of literature on customer engagement in B2B markets for business insights.