A conceptual framework for understanding the antecedents and consequences of social selling: a theoretical perspective and research agenda

Abstract

Purpose The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales researchers. Rather than merely a new tool, social selling redefines the traditional sales process. However, the literature is spread across topics of social media and sales, social customer relationship management, salesforce automation and social selling, and does not provide an agreed-upon definition or tested construct for implementation. Design/methodology/approach The paper presents a comprehensive literature review of social selling and all related terminology. Findings The authors propose a social selling framework that includes personal branding, information exchange, networking and social listening to define and outline the construct while suggesting the antecedents and outcomes to guide future research. Findings from a literature review include outlining key theories used in social selling research. Originality/value This review offers a conceptual framework of social selling, including both antecedents and outcomes, to inform future research and guide academics and practitioners.

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“…Brand-related UGC drives brand fans to enthusiastically recommend the benefits and value of the brand to others via social media (Buzeta et al , 2020). Recent studies also have indicated that social activities (Handarkho, 2020) and social selling (Barney-McNamara et al , 2020) are effective to stimulate purchase demand. In addition, social media allows users to post purchasable content (such as articles, photos and short videos), which becomes new purchasing venues through integrating content with mobile marketing and embedded advertising (Wang, 2021).…”

New frontiers and future directions in interactive marketing: Inaugural Editorial

“…The marketplace for e-commerce has extended to social network sites in which users exchange and share their interests and experiences through social selling and user-generated marketing activities. In particular, social e-commerce, empowered by a social recommender system with personalized techniques to present the most relevant product information, actively stimulates demand through social activities (Handarkho, 2020) and social selling (Niedermeier, 2020). Social selling and social shopping are inherently to be interactive through user-get-user activities in daily life.…”

Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

“…Parasuraman (2000, p. 308) defines technology readiness as "people's propensity to embrace and use new technologies for accomplishing goals in home life and at work." Specific to the integration of AI into financial services ecosystem, Belanche et al (2019) indicate that consumers' familiarity with AI moderates the relationship between perceived usefulness and intention to use AI-enabled financial advisors, suggesting technology readiness, digital orientation and other knowledge factors may have particularly strong effects from a utilitarian value perspective.…”

“…In this regard, AI in banking represents a digital service platform for facilitating the identification and exchange of resources (Lusch and Nambisan, 2015). Despite recent research interest in understanding value creation in service ecosystems, there is a paucity of studies that investigate how digital transformation and AI co-create consumer-firm value (Barney-McNamara et al , 2021; Kohtamäkia et al , 2019; Raddats et al , 2019; Sjödin et al , 2019). As a disruptive innovation, AI has the potential to positively or negatively impact service ecosystems (Dedehayir et al , 2017; Reinhardt and Gurtner, 2018).…”