IDEAS home Printed from https://ideas.repec.org/a/eme/rauspp/rausp-02-2019-0024.html
   My bibliography  Save this article

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

Author

Listed:
  • Graziela Perretto Rodrigues
  • Adriana Roseli Wünsch Takahashi
  • Paulo Henrique Muller Henrique Prado

Abstract

Purpose - The purpose of this study is to understand how business-to-business organizations use social media during the sales process. Design/methodology/approach - The meta-synthesis steps methodology (Hoon, 2013) was applied. Findings - This study presents a theoretical framework and contributes to improved understanding of how business can use social media in the sales process stages. The results allow identifying stages, discussing the integration between marketing and sales and generating benefits for the organization. Originality/value - The proposed framework helps in understanding the previously performed fragmented studies. This study shows that social media use not only influences the sales process stages and increases the benefits to the business but also works as a mediator in the relation between sales process stages and identified benefits.

Suggested Citation

  • Graziela Perretto Rodrigues & Adriana Roseli Wünsch Takahashi & Paulo Henrique Muller Henrique Prado, 2020. "The use of social media in the B2B sales process: a meta synthesis," RAUSP Management Journal, Emerald Group Publishing Limited, vol. 56(1), pages 9-23, April.
    • Handle: RePEc:eme:rauspp:rausp-02-2019-0024
    DOI: 10.1108/RAUSP-02-2019-0024
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/RAUSP-02-2019-0024/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://www.emerald.com/insight/content/doi/10.1108/RAUSP-02-2019-0024/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://libkey.io/10.1108/RAUSP-02-2019-0024?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:rauspp:rausp-02-2019-0024. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.