Revisiting Image Power in B2B - en analyse af B2B-virksomheders brandkommunikation på LinkedIn

Müllertz, Amalia Victoria ; Schmidt, Micha Juul

4. semester

Kommunikation, Kandidat

2025

2025-05-29

128 pages

This thesis investigates how branding manifests in a business-to-business (B2B) context through corporate content on the social media platform LinkedIn. Drawing on an extensive literature review, we explore the contextual conditions under which B2B branding and communication unfold, and identify a gradual convergence between B2B and business-to-consumer (B2C) practices, particularly the growing relevance of emotional elements in traditionally rational B2B communication. With LinkedIn highlighted as a key platform for B2B interaction, we conduct a qualitative content analysis of three case companies’ LinkedIn posts, followed by a comparative analysis. Our findings show that while all three companies use LinkedIn as a branding channel, their communication reflects both shared strategies and context-specific variations. From the comparative analysis, we identify four core dimensions that characterise B2B brand communication on LinkedIn: (1) the balance between functional and emotional elements, (2) narrative corporate branding including customer cases, (3) the use of thought leadership, and (4) the role of leadership and employees as communicators. These dimensions expand the understanding of B2B branding by illustrating that emotional and purpose-driven messaging can meaningfully complement rational content, fostering engagement and brand legitimacy. Building on McNelys (2012) concept of image-power, we critically discuss its applicability to B2B contexts and argue that the framework could be adapted to reflect the sector’s specific communicative dynamics. Based on our analysis, we advocate for thought leadership to be recognised as an independent content category within McNelys (2012) framework, as it captures key communicative practices that are especially relevant in B2B branding on LinkedIn. The study thus contributes to a more nuanced understanding of how B2B branding unfolds in social media environments, offering both theoretical insights and practical implications for practitioners seeking to navigate LinkedIn as a branding tool.

B2B ; Branding ; Kommunikation ; Sociale medier ; LinkedIn

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