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
Recommended Citation
Rodriguez, Michael; Peterson, Robert M.; and Krishnan, Vijaykumar, "Social Media's Influence on Business-To-Business Sales Performance" (2012). Faculty Peer-Reviewed Publications. 954.
https://huskiecommons.lib.niu.edu/allfaculty-peerpub/954
Department
Department of Marketing
Language
eng
Rights Statement
In Copyright
