Studying the Influence of Social Media Use on Sales Performance: The Role of Relational Mediators

被引：0

作者：

Franck, Romain ^{[1
]}

Damperat, Maud ^{[1
]}

机构：

[1] Univ Lyon, COACTIS, UJM St Etienne, St Etienne, France

来源：

SOCIAL COMPUTING AND SOCIAL MEDIA: APPLICATIONS IN MARKETING, LEARNING, AND HEALTH, SCSM 2021, PT II | 2021年 / 12775卷

关键词：

Adaptive selling behavior; B2B sales; Relationship marketing; Relationship quality; Sales performance; Social media use; RELATIONSHIP QUALITY; B2B SALES; CUSTOMER; IMPACT; ORIENTATION; SALESPEOPLE; TECHNOLOGY; TRUST; INVESTMENTS; COMMITMENT;

D O I：

10.1007/978-3-030-77685-5_7

中图分类号：

TP39 [计算机的应用];

学科分类号：

081203 ; 0835 ;

摘要：

Based on a relationship marketing approach, this paper studies the impact of social media use on sales performance and its underlying mechanisms. A conceptual model is proposed and empirically tested from the perspective of salespeople in B2B settings. The proposed model includes both the direct influence of social media use on sales performance, and its indirect influence through relational mediators (i.e., adaptive selling behavior and relationship quality). To test the proposed model, we use structural equation modeling with a sample of 199 French B2B salespeople. The proposed model is validated, allowing us to confirm the direct and indirect role of social media use on sales performance and to better understand the underlying mechanisms associated with relational mediators.

引用

页码：86 / 97

页数：12

共 50 条

[1] Exploring the synergistic role of ethical leadership and sales control systems on salesperson social media use and sales performance
Kalra, Ashish
Briggs, Elten
Schrock, Wyatt
JOURNAL OF BUSINESS RESEARCH, 2023, 154
[2] How social media use enhances salesperson performance
Franck, Romain
Damperat, Maud
JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, 2023, 38 (08) : 1720 - 1737
[3] Influence of sales force automation on salesperson performance: A study of interpersonal and intrapersonal mediators
Franck, Romain
Damperat, Maud
RECHERCHE ET APPLICATIONS EN MARKETING-ENGLISH EDITION, 2022, 37 (03): : 59 - 85
[4] Inside sales social media use and its strategic implications for salesperson-customer digital engagement and performance*
Chaker, Nawar N.
Nowlin, Edward L.
Pivonka, Maxwell T.
Itani, Omar S.
Agnihotri, Raj
INDUSTRIAL MARKETING MANAGEMENT, 2022, 100 : 127 - 144
[5] The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media
Guesalaga, Rodrigo
INDUSTRIAL MARKETING MANAGEMENT, 2016, 54 : 71 - 79
[6] How Social Media Use in B2B Export Selling Contributes to Sales Performance: The Media Synchronicity Theory Perspective
Zhou, Jihong
Charoensukmongkol, Peerayuth
INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION, 2024, 61 (03) : 650 - 676
[7] The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services
Spotts, Harlan E.
Weinberger, Marc G.
Assaf, A. George
Weinberger, Michelle F.
JOURNAL OF BUSINESS RESEARCH, 2022, 152 : 387 - 397
[8] The Influence of B to B Firms Use of Multiple Social Media Platforms on Relationship Sales Performance: An Institutional Perspective
Kooli, Kaouther
Tzempelikos, Nektarios
Hammouda, Mohamad Yassine
JOURNAL OF BUSINESS-TO-BUSINESS MARKETING, 2021, 28 (02) : 105 - 123
[9] Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler
Itani, Omar S.
Agnihotri, Raj
Dingus, Rebecca
INDUSTRIAL MARKETING MANAGEMENT, 2017, 66 : 64 - 79
[10] Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage
Marolt, Marjeta
Zimmermann, Hans-Dieter
Pucihar, Andreja
SUSTAINABILITY, 2022, 14 (22)

← 1 2 3 4 5 →