Competence is power: How digital influencers impact buying decisions in B2B markets (Assoc. Prof. Benedetta Crisafulli)

About this episode

Benedetta Crisafulli discusses the impact of digital influencers on buying decisions in B2B markets.

Benedetta is an Associate Professor at Birkbeck, University of London, United Kingdom. When Benedetta visited the Ehrenberg-Bass Institute, we grabbed coffee, and I was instantly drawn to her optimism, intelligence, and research. I knew she would make a fantastic guest, and I was thrilled she agreed and delivered! Benedetta is not one to shy away from pursuing her career goals, whether moving internationally, learning multiple languages, or taking on leadership roles… no wonder she was prom...

People in this episode

Host: Zac

Guest: Benedetta Crisafulli

Topics covered

• digital influencers
• B2B markets
• buying decisions
• marketing
• research

Keywords

• digital influencers
• B2B
• buying decisions
• marketing research
• leadership

Mentioned in this episode

Organizations: Birkbeck, University of London, Ehrenberg-Bass Institute

Places: United Kingdom

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• Your Next Favorite Read: Expert Book Recommendations (Assoc. Prof. Benedetta Crisafulli) · October 5, 2025 · 5 min
• From Leadership to Promotion: The Pathway to Career Advancement (Assoc. Prof. Benedetta Crisafulli) · September 25, 2025 · 10 min
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