Journal of the Academy of Marketing Science

, Volume 47, Issue 6, pp 1085–1108 | Cite as

In pursuit of an effective B2B digital marketing strategy in an emerging market

  • Valter Afonso VieiraEmail author
  • Marcos Inácio Severo de Almeida
  • Raj Agnihotri
  • Nôga Simões De Arruda Corrêa da Silva
  • S. Arunachalam
Original Empirical Research


In business markets, firms operating in developing economies deal with burgeoning use of the internet, new electronic purchase methods, and a wide range of social media and online sales platforms. However, marketers are unclear about the pattern of influence of firm-initiated (i.e., paid media, owned media, and digital inbound marketing) and market-initiated (i.e., earned social media and organic search) digital communications on B2B sales and customer acquisition. We develop and test a model of digital echoverse in an emerging market B2B context, using vector autoregressive modeling to analyze a unique 132-week dataset from a Brazilian hub firm operating in the marketplace. We find empirical evidence supporting our conceptual framework in emerging markets. Underscoring the importance of a market development approach for emerging markets, the findings show that owned media and digital inbound marketing play a bigger role in influencing customer acquisition. Impressions generated through earned social media complement owned media, but not paid media. These insights highlight the notion that while sources of digital echoverse may remain the same across countries, its components exert a particular pattern of influence in an emerging market context. This is expected to encourage managers to rethink their digital strategies for B2B customer acquisition and sales enhancement while operating in emerging markets.


Digital echoverse Digital B2B Digital media elasticities Emerging markets Vector autoregression Inbound marketing Paid media Owned media Earned social media Sales Customer acquisition 



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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.College of Business AdministrationMaringá State University (PPA/UEM)MaringáBrazil
  2. 2.Faculty of Business Administration, Accounting Sciences and Economic Sciences (FACE)Federal University of Goiás, Brazil (UFG)GoiâniaBrazil
  3. 3.Ivy College of BusinessIowa State UniversityAmesUSA
  4. 4.Indian School of BusinessHyderabadIndia

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