The role of LinkedIn ambassadors in advancing B2B SME performance

Purpose Recent studies of LinkedIn – a professional social platform associated with various business activities – have explored its potential contribution to firms’ marketing strategies. Yet attention has mostly focused on drivers and external benefits of using LinkedIn, and less is known about the internal operation of LinkedIn and its influence in the context of business-to-business small and medium enterprises (B2B SMEs). This study aims to address this knowledge gap by discussing “LinkedIn ambassadors”, their operations and subsequent outcomes. Design/methodology/approach A mixed-methods approach combined content analysis of extensive interviews with three LinkedIn experts with a survey of 101 managers in charge of LinkedIn operation at Norwegian B2B SMEs. The interview findings allowed for the development of a LinkedIn activity index. The survey data were analyzed using structural equation modeling. Findings The findings indicate that LinkedIn ambassador firm identification and firm goals drive ambassadors’ goals and that ambassador goals affect B2B SME performance. Yet the findings also reveal two main frictions. The first is the lack of association between ambassador goals and the LinkedIn activity, and the second is the marginal effect that LinkedIn activity has on firms’ performance. These frictions suggest that greater alignment between LinkedIn operation and the overall marketing strategy of the firm is needed for firms to benefit from the implementation of LinkedIn operation. Originality/value The study contributes to knowledge on the potential benefits that professional (social) networks provide to B2B SMEs. It does so by introducing the concept of “LinkedIn ambassadors”: employees who embrace the role of promoting their firms on LinkedIn.