Social media technology use and salesperson performance: A two study examination of the role of salesperson behaviors, characteristics, and training

Ogilvie, J. F.; Agnihotri, Raj; Rapp, Adam; Trainor, Kevin J.

doi:10.1016/j.indmarman.2018.03.007

Cited by 107 publications

(119 citation statements)

References 62 publications

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“…Our findings also show that perceived market readiness and peer influence have a direct effect on usage, whereas organizational support's influence is fully mediated by usefulness and ability. This latter result appears consistent with Clark et al (2005) , who show a positive relationship between organizational infrastructure and employees' ability to use tools, and Ogilvie et al (2018) , who show that training ultimately does help make the use of social media more effective.…”

Section: Discussion and Contribution To Theorysupporting

confidence: 79%

“…Also, they tend to use relationship-oriented SM technologies for prospecting, handling objections, and after sale follow-up Only investigates frequency of use of SM by sales task, and compares B2B vs. B2C companies, and sales managers vs. salespeople. Ogilvie et al (2018) Study 1: Survey of 375 B2B salespeople in the United States Study 2: 181 salespeople from an energy solutions company in the United States Use of SM technology (measured, in line with Ahearne et al, 2008 , as both number of SM used in a list of 15 types (taken from Trainor, Andzulis, Rapp, & Agnihotri, 2014 ), and frequency of their use (adapted from Jelinek et al, 2006 ) None Salesperson product information communication, adaptability, diligence, and product knowledge. Customer relationship performance.…”

Section: Introductionmentioning

confidence: 99%

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Studying the antecedents and outcome of social media use by salespeople using a MOA framework

Guenzi

Nijssen

2020

Industrial Marketing Management

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Section: Discussion and Contribution To Theorysupporting

confidence: 79%

Section: Introductionmentioning

confidence: 99%

Studying the antecedents and outcome of social media use by salespeople using a MOA framework

Guenzi

Nijssen

2020

Industrial Marketing Management

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“…The findings reveal that SMS presence has significant influence on commitment, intimacy, satisfaction and partner quality. This is in line with previous research, which notes that SMS presence has a positive impact on business relationships (Kaplan and Haenlein, 2010, Ou et al, 2014, Chong et al, 2018, particularly in B2B settings (Quinton and Wilson, 2016, Ogilvie et al, 2018. B2B brands should aim to establish and maintain their presence on Twitter, LinkedIn and Facebook that, as this study reveals, are the three sites used by customers to follow B2B suppliers' brands.…”

Section: Discussionsupporting

confidence: 90%

“…SMS responsiveness is particularly important for SMEs, which find it easier to use online communication tools to ask supplier questions, report problem and express their needs. The importance of proactive involvement of SMEs in online communication is confirmed by Centeno and Hart (2012) and has been most recently acknowledged in B2B settings , where suppliers' ability to respond to customers' queries and solve problems has been recognised as an important component in relationship building (Ogilvie et al, 2018).…”

Section: H1: Social Media Presence Has a Positive Impact On B2b Brandmentioning

confidence: 99%

“Just be there”

Karampela

Lacka²,

McLean

2020

EJM

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Purpose In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality). Design/methodology/approach Data from an online survey (N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling. Findings The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed. Research limitations/implications The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength. Practical implications This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively. Originality/value This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.

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“…Future research should focus on other types of measures. Third, studies were performed in China [23,35], USA [36][37][38], India [21,22,39], UK [5,37,40]. It is strongly advised that future studies conduct research in other countries as findings can be different due to the culture and social media adoption rates.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Use of Social Media by b2b Companies: Systematic Literature Review and Suggestions for Future Research

Dwivedi

Ismagilova

Rana

et al. 2019

Lecture Notes in Computer Science

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Social media plays an important role in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by b2b companies. The current study focuses on a number of aspects of social media such as: the effect of social media; social media tools; social media use; adoption of social media use and its barriers; social media strategies; and measuring the effectiveness of the use of social media. This research provides a valuable synthesis of the relevant literature on social media in the b2b context by analysing and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both academics and practitioners.

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Social media technology use and salesperson performance: A two study examination of the role of salesperson behaviors, characteristics, and training

Cited by 107 publications

References 62 publications

Studying the antecedents and outcome of social media use by salespeople using a MOA framework

Studying the antecedents and outcome of social media use by salespeople using a MOA framework

“Just be there”

Use of Social Media by b2b Companies: Systematic Literature Review and Suggestions for Future Research

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