Transformative Marketing: Driving Business and Societal Change. Conference Proceedings - CIMaR 2025

This study investigates the influence of Thought Leadership (TL) on customer relationship performance (CRP), electronic word-of-mouth (e-WOM), and brand advocacy behavior (BAB) in Brazilian B2B markets. Using a descriptive, quantitative approach and structural equation modeling (SEM) on data from 82 companies with an active digital presence, the research tests five hypotheses. Results show that TL has a significant positive effect on CRP and BAB but no direct impact on e-WOM. CRP emerges as a key mediator, positively influencing both e-WOM and BAB. These findings highlight TL’s role in strengthening trust, authority, and customer loyalty, suggesting that robust customer relationships are essential for translating TL into positive recommendations and advocacy. The study contributes to the B2B marketing literature by focusing on a Latin American context and offers managerial implications for leveraging TL as a long-term strategic investment.