Document Type

Article

Media Type

Text

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

Department

Department of Marketing

Language

eng

Rights Statement

In Copyright

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