The use of social media in the B2B sales process: a meta synthesis

Rodrigues, Graziela Perretto; Takahashi, Adriana Roseli Wünsch; Prado, Paulo Henrique Muller

doi:10.1108/rausp-02-2019-0024

Cited by 8 publications

(6 citation statements)

References 59 publications

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“…The DSM revolution affects organizational contexts and the organizations that leverage the DSM technologies can create sustainable competitive advantage (Bolton et al , 2018) and positively influence the sales funnel (Rodrigues et al , 2021). B2B markets started leveraging DSM as is evident from its penetration in organizations like Adobe, Boeing, general electric, Salesforce and Gartner.…”

Section: Literature Reviewmentioning

confidence: 99%

Customer experience in pharmaceutical B2B markets: perspectives of buyers and sellers

Abraham,

Sarkar,

DasGupta

2023

IJPHM

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Purpose The purpose of this study is to understand customer experience (CX) in business-to-business (B2B) markets through the perspectives of buyer–seller dyads. This study aims to evaluate how customer journey, touchpoints and digital and social media (DSM) influence CX and offer avenues for sellers to align their efforts with buyers’ requirements to create and manage CX. Design/methodology/approach Integrating insights of practicing buyers and sellers in the pharmaceutical B2B industry, this study follows the phenomenological approach to understand their experience through their perspectives on the customer journey, touchpoints and DSM. Findings The findings of this study include convergence in the perspectives in journey stages, journey enablers, stakeholder involvement, touchpoint preference and DSM’s use. The study findings also include divergence in perspectives in the senior management engagement, journey enablers, selling center involvement, DSM purpose and usage of DSM platforms. These offer opportunities for sellers to align with buyer journey, touchpoints and DSM to create and manage CX. Practical implications Sellers in pharmaceutical B2B markets have been dependent on traditional knowledge to influence customer journey and touchpoints and the advent of DSM has enhanced the challenge. To avoid this confusion, sellers need to have clarity of customers’ expectations on the journey, touchpoints and DSM. This enables sellers to allocate their resources better to achieve the desired outcome in CX. Originality/value This first-of-its-kind study captured the convergence and divergence perspectives of pharmaceutical B2B buyer–seller dyads from the lens of the uncertainty reduction theory and social penetration theory. The study suggests opportunities for pharmaceutical sellers to create and manage CX.

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Section: Literature Reviewmentioning

confidence: 99%

Customer experience in pharmaceutical B2B markets: perspectives of buyers and sellers

Abraham,

Sarkar,

DasGupta

2023

IJPHM

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“…In the evolution process, many studies presented social media as a relational selling tool that emphasises reciprocal and bilateral communication and collaboration (Agnihotri et al, 2012;Ahearne and Rapp, 2010;Moore, Raymond and Hopkins, 2015). There is a common consensus that the traditional "push" / "supply" model of information has been displaced by the new model of "pull" / "demand" due to the advent of social media (Andzulis, Panagopoulos and Rapp, 2012;Mihalcea and Savulescu, 2013;Rapp and Panagopoulos, 2012;Rodrigues, Takahashi and Prado, 2020). One illustration of it would be considering social media sites as a vehicle for soft marketing (Brennan and Croft, 2012).…”

Section: -Revolution In Salesmentioning

confidence: 99%

“…" Michaelidou, Siamagka and Christodoulides (2011) also positively investigated the role of social media in B2B branding. Rodrigues (2020) researched social media use as a mediator between the stages of the sales process and the benefits generated for the sales organisation. An OgilvyOne global survey of salespeople found that half the buyers agree to the increasing role of social media (Fetherstonhaugh,2010).…”

Section: -Social Media a New Selling Toolmentioning

confidence: 99%

“…After thorough research of the relevant literature, this study identified several important gaps to extend the research in social media usage, factors affecting its effectiveness and efficacy, and outcomes in the B2B context. The latest literature in this field urges more investigation on social media sites and its effectiveness, risks, consequences, and outcomes for sales (Ancillai et al, 2019;Nunan et al, 2018;Rodrigues, Takahashi and Prado, 2020). In particular, Bocconcelli (2017), Gáti (2018), andGuesalaga (2016) suggested that it would be beneficial to analyse the performance of a social networking site from an organisational perspective.…”

Section: Chapter 1 -Introductionmentioning

confidence: 99%

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Evaluating online business-to-business demand generation through LinkedIn

Ring¹

2020

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DeclarationI hereby certify that this material, which I now submit for assessment on the programme of study leading to the award of MBA from Kemmy Business School, University of Limerick is entirely my own work, that I have exercised reasonable care to ensure that the work is original, and does not to the best of my knowledge breach any law of copyright, and has not been taken from their work of others save and to the extent that such work has been cited and acknowledged within the text of my work Signed: Colm Ring

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“…It has also looked at sales from a motivation–opportunity–ability framework (Zheng et al , 2021). Alternatively, it has used an ecosystem approach (Peesker et al , 2021) or studied sales management from a social media perspective (Rodrigues et al , 2021). While prior research has studied the effect of drug samples and CME on prescriptions loyalty (i.e.…”

Section: Introduction and Motivation For The Researchmentioning

confidence: 99%

Promotional inputs and selling: evidence from India

R.M.¹,

Sivakumaran

2022

JBIM

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Purpose The main purpose of this research is to investigate the influence of promotional inputs presented to salespeople, such as continuing medical education (CME) sponsorship and drug samples, on adaptive selling and sales performance. Design/methodology/approach This study used a mixed-methods approach. First, depth interviews were done and this was followed by a survey on 247 pharmaceutical executives in India. Data analysis was done using AMOS, Process Macro and floodlight analysis. Findings Results showed that CME sponsorship and drug samples drove adaptive selling and sales performance positively. Additionally, results reveal that CME program sponsorship negatively moderated the adaptive selling–sales performance relationship; free drug samples too negatively moderated this relationship. Practical implications Firms may hire salespersons with high customer orientation and adaptive selling and train them hone these further. The present research also crucially suggests that pharma firms may allocate CME sponsorship and drug samples to salespeople low on adaptive selling. Originality/value This could be the first study, to the best of the authors’ knowledge, that uses promotional inputs (such as CME sponsorship and drug samples) as an antecedent to adaptive selling and sales performance. Moreover, this is the only research that has tested CME sponsorships and drug samples as moderators to customer orientation–adaptive selling and adaptive selling–sales performance.

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The use of social media in the B2B sales process: a meta synthesis

Cited by 8 publications

References 59 publications

Customer experience in pharmaceutical B2B markets: perspectives of buyers and sellers

Customer experience in pharmaceutical B2B markets: perspectives of buyers and sellers

Evaluating online business-to-business demand generation through LinkedIn

Promotional inputs and selling: evidence from India

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