Valos, Michael J., et al. "Integrating online communities within business-to-business marketing communications: an exploratory study." Journal of Marketing Communications 24.5 (2018): 450-468.

This article introduces a framework tailored for B2B marketers to effectively utilize online communities (OLCs). It highlights the unique aspects of B2B OLCs, such as the involvement of multiple stakeholders and the bidirectional flow of information, which distinguish them from traditional marketing communication approaches. Insights are drawn from in-depth interviews with B2B chief marketing officers (CMOs), challenging the applicability of generic marketing frameworks in the B2B context. The paper proposes an initial model aimed at guiding both future academic research and practical application, including a sequential decision-making framework to assist B2B managers in addressing implementation challenges.