The Challenges to Leverage User Generated Contents in B2B Marketing

Abstract

This study explores the emerging phenomenon of User Generated Content (UGC) in Business to Business (B2B) digital marketing. It offers deep insights into the challenges in UGC generation in B2B context which can help develop frameworks, to leverage UGC for marketing outcomes. Exploratory field research approach was adopted to examine the state of UGC and other similar practises in the B2B industry. Semi-structured interviews were conducted with key B2B practitioners in Asia. Interview data was analyzed through thematic analysis to understand the challenges and possibilities for UGC in B2B, through the words and meanings attached to them by B2B practitioners. Iterations between data analysis and reference to relevant literature, was done to guide theory development and subsequent data collection. Based on this understanding a UGC Leverage Framework was developed, which is grounded in practice and relevant theories. This study has established a basic theoretical framework about the challenges for UGC generation in B2B industry. As this is the first research study to explore UGC in B2B contexts, it’s findings fill a gap in current literature and offer suggestions for further research. The outcome of this study gives B2B marketing practitioners and researchers, a sound understanding of the challenges involved. Thus helping them find ways to leverage UGC to effectively approach potential customers, at a time when traditional ways are losing effectiveness over the technology empowered B2B buyers.