Graduation Year
2026
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Artemio Ramirez, Ph.D.
Committee Member
Adriana Jacob Carneiro, Ph.D.
Committee Member
Travis Bell, Ph.D.
Keywords
B2B buyer behavior, B2B content marketing, informational quality, interactive engagement, purchase intent, Relationship Management Theory
Abstract
The increasing reliance on digital channels in business-to-business (B2B) purchasing has elevated content marketing as a central mechanism for building vendor relationships and influencing buyer behavior. Grounded in Relationship Management Theory, this study examines how informational quality and interactive engagement in B2B content marketing contribute to relational outcomes—trust and credibility—and subsequent purchase intent.A quantitative survey was administered to B2B professionals to assess perceptions of common content marketing formats and their influence on vendor evaluation and purchasing decisions. A total of 76 responses were collected, with 63 usable cases retained after data screening. Established multi-item scales were used to measure informational quality, interactive engagement, trust and credibility, and purchase intent. All constructs demonstrated strong internal consistency (Cronbach’s α = .897–.920).
Pearson correlation analyses revealed significant positive relationships among all primary variables (p < .001). Informational quality and interactive engagement were both strongly associated with trust and credibility, as well as with purchase intent. Multiple regression analysis indicated that the overall model significantly predicted purchase intent, F(3, 59) = 57.589, p < .001, explaining 74.5% of the variance (R² = .745). Trust and credibility emerged as the strongest predictor of purchase intent (β = .500, p < .001), followed by informational quality (β = .304, p = .009). Interactive engagement did not significantly predict purchase intent when relational outcomes were included in the model.
Findings support the mediating role of relational outcomes in B2B content effectiveness and highlight the importance of information-rich content in shaping buyer intent. These findings reinforce the strategic role of high-quality, trust-building content in B2B marketing and offer evidence-based direction for organizations seeking to convert content engagement into measurable business outcomes.
Scholar Commons Citation
Yates, Janice A., "Building Trust and Credibility in Business-to-Business Relationships: The Role of Content Marketing Formats" (2026). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/11450
