Micro-Influencers as Catalysts for Brand Building: Transforming B2B Marketing Strategies in the Digital Age

The increasing complexity of B2B decision-making and the decline in trust in institutional brand communication have created new challenges for effective marketing strategies. In this context, micro-influencers are emerging as relevant actors in shaping perceptions, reducing uncertainty, and supporting brand building in professional networks. This study develops a conceptual framework to explain how micro-influencers influence trust formation and decision-making processes in B2B environments. Based on the social capital theory, the source credibility theory, and relationship marketing perspectives, this study adopts an integrative literature review approach to synthesize existing knowledge and identify the main mechanisms of influence. The framework is structured through a set of propositions (P1–P10) that link antecedents—such as network relevance, professional expertise, and relational engagement—to mediating mechanisms, including perceived credibility, technical validity, and risk reduction, ultimately influencing brand trust and decision-making efficiency. This paper contributes to the literature by integrating previously fragmented theoretical perspectives and adapting them to the specific conditions of B2B markets. Furthermore, the study introduces two constructs—network relevance ratio (NRR) and organizational echo—that provide a more precise basis for understanding and measuring influence in professional contexts. From a managerial perspective, the findings suggest that companies should prioritize network relevance over audience size, focus on credibility and expertise, and develop strategies that support the internal diffusion of knowledge within target organizations. These insights highlight the need to migrate from transactional, campaign-based approaches to relational and network-oriented strategies in B2B marketing. In short, this study offers a theoretically sound and practically relevant framework for understanding the role of micro-influencers in brand building and trust formation in complex organizational environments.