Social Media's Influence on Business-To-Business Sales Performance

Authors

Michael Rodriguez
Robert M. Peterson
Vijaykumar Krishnan

Document Type

Article

Abstract

The implementation of social media technology in a firm’s marketing strategy has been adopted by some forward-thinking sales forces. Sharing content and building a network of contacts are the principles behind social media. The utilization of social media (e.g., LinkedIn and Twitter) for reaching business-to-business clients is a relatively new phenomenon with performance outcomes essentially unknown. Data were collected from 1,699 business-to-business salespeople from over 25 different industries. Using structural equation modeling, the findings support that social media has a positive relationship with sales processes (creating opportunities and relationship management) and relationship sales performance.

DOI

10.2753/PSS0885-3134320306

Publication Date

7-1-2012

Recommended Citation

Rodriguez, Michael, et al. (2012). Social Media's Influence on Business-To-Business Sales Performance. Vol. 32 (Issue 3) pp. 365-378. DOI: 10.2753/PSS0885-3134320306.

Original Citation

Rodriguez, Michael, et al. (2012). Social Media's Influence on Business-To-Business Sales Performance. Vol. 32 (Issue 3) pp. 365-378. DOI: 10.2753/PSS0885-3134320306.

Legacy Department

Department of Marketing

Language

eng

Rights Statement

In Copyright