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Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences

Author

Listed:
  • Fabian Bill

    (Simon Kucher & Partners Strategy & Marketing Consultants GmbH)

  • Sven Feurer

    (Institute of Information Systems and Marketing (IISM), Karlsruhe Institute of Technology (KIT))

  • Martin Klarmann

    (Institute of Information Systems and Marketing (IISM), Karlsruhe Institute of Technology (KIT))

Abstract

This study presents an empirical test of an integrative framework based on the Unified Theory of Acceptance and Use of Technology, capturing what drives salesperson social media use in business-to-business relationships and under which circumstances social media use affects customer loyalty. The authors test the framework by drawing on a unique hierarchical dataset with data from three sources (over 30 sales managers, over 150 salespeople, and almost 400 customers). The most important finding is that the social media’s effect on customer loyalty depends strongly on the context. Salesperson social media use increases customer loyalty only for high-status customers and customers with small buying centers.

Suggested Citation

  • Fabian Bill & Sven Feurer & Martin Klarmann, 2020. "Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 734-752, July.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:4:d:10.1007_s11747-019-00708-z
    DOI: 10.1007/s11747-019-00708-z
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    References listed on IDEAS

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    3. Rayburn, Steven W. & Badrinarayanan, Vishag & Anderson, Sidney T. & Gupta, Aditya, 2021. "Continuous techno-training and business-to-business salesperson success: How boosting techno-efficacy enhances sales effort and performance," Journal of Business Research, Elsevier, vol. 133(C), pages 66-78.
    4. Hans Baumgartner & Bert Weijters & Rik Pieters, 2021. "The biasing effect of common method variance: some clarifications," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 221-235, March.
    5. Mora Cortez, Roberto & Ghosh Dastidar, Ayan, 2022. "A longitudinal study of B2B customer engagement in LinkedIn: The role of brand personality," Journal of Business Research, Elsevier, vol. 145(C), pages 92-105.
    6. Cartwright, Severina & Davies, Iain & Archer-Brown, Chris, 2021. "Managing relationships on social media in business-to-business organisations," Journal of Business Research, Elsevier, vol. 125(C), pages 120-134.
    7. Kalra, Ashish & Briggs, Elten & Schrock, Wyatt, 2023. "Exploring the synergistic role of ethical leadership and sales control systems on salesperson social media use and sales performance," Journal of Business Research, Elsevier, vol. 154(C).
    8. Fraccastoro, Sara & Gabrielsson, Mika & Pullins, Ellen Bolman, 2021. "The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs," International Business Review, Elsevier, vol. 30(4).
    9. Laurianne Schmitt & Eric Casenave & Jessie Pallud, 2021. "Salespeople's work toward the institutionalization of social selling practices," Post-Print hal-03868903, HAL.
    10. Omar S. Itani & Nawar N. Chaker, 2022. "Harnessing the Power Within: The Consequences of Salesperson Moral Identity and the Moderating Role of Internal Competitive Climate," Journal of Business Ethics, Springer, vol. 181(4), pages 847-871, December.
    11. Agnesia Indah Sukma & Yasaldo Gigih Nugroho & Jerry S. Justianto, 2023. "Social Themed Post LinkedIn Can Affect Engagement Rate as Social Media Professional Platform For Business to Business (B2B)," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, November.
    12. Mora Cortez, Roberto & Johnston, Wesley J. & Ghosh Dastidar, Ayan, 2023. "Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?," Journal of Business Research, Elsevier, vol. 155(PA).
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    14. Drummond, Conor & McGrath, Helen & O'Toole, Thomas, 2023. "Beyond the platform: Social media as a multi-faceted resource in value creation for entrepreneurial firms in a collaborative network," Journal of Business Research, Elsevier, vol. 158(C).

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