With the advancement of digital technologies, the importance of inbound marketing in the B2B is increasing rapidly. Previous studies on B2B marketing suggested that compelling content is a key component in B2B suppliers' inbound marketing. The most representative marketing content of B2B supplier firms is BRC (business reference content). BRC refers to a content, such as a ‘case study’ and/or a ‘success story’ that describes, in detail, deliveries of existing satisfied customers. Prior researchers argued that using existing customers as referrers enhances the confidence of potential customers, lowers perception of purchase risk. For these reasons, many B2B marketing experts consider BRC as the core of B2B digital marketing. Nonetheless, little is known regarding with researches on BRC in the academic domain. Therefore, there is urgent need for empirical research and an integrated model that can clarify the underlying mechanism of BRC. The focus of this study is to identify how BRC influences prospective customers' purchase decisions. To examine the underlying mechanism of BRC, our research focused on two unique aspects of BRC: 1) BRC format (narrative formant vs non-narrative format), and 2) ‘transportation’ to explain BRC effect process. Using a scenario-based online experiment, our results provide several interesting insights on the BRC. Results showed that stronger transportation takes place in narrative BRC (vs non-narrative BRC). In addition, narrative BRC has a positive impact on a favorable attitude toward referrer through transportation, which in turn lowers purchase risks (e.g. product performance risk, psychosocial risk, potential financial risk, and potential time risk). The results provide a clear basis for why it is important to use BRC in B2B supplier firms' marketing communication.