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Social Media Usage in Business-to-Business Sales : Conceptualization, Antecedents, and Outcomes
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
978-1-63266-588-1
Type
conference paper
Date Issued
2015-02-14
Author(s)
Editor(s)
Brown, Tom
Swaminathan, Vanitha
Abstract
In recent years, the rise of social media received significant importance in marketing research. Social media applications now provide executives with a raft of new options. Consequently, interfaces to social media platforms have also been integrated into Business-to-Business (B2B) salesforce applications, although very little is as yet known about their usage and gen-eral impact on B2B sales performance. This paper evaluates 1) the conceptualization of social media usage in a dyadic B2B relationship; 2) the effects of a more differentiated usage con-struct on customer satisfaction; 3) antecedents of social media usage on multiple levels; and 4) the effectiveness of social media usage for different types of customers. The framework presented here is tested cross-industry against data collected from dyadic buyer-seller rela-tionships in the IT service industry. The results elucidate the preconditions and the impact of social media usage strategies in B2B sales relations.
Project(s)
Language
English
Keywords
Social Media
Sales
Business-to-Business Marketing
Customer Satisfaction
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
AMA Winter Marketing Educators' Conference 2014 : engaging customers
Publisher
American Marketing Association
Publisher place
Chicago
Volume
Volume 26
Event Title
AMA Winter Marketing Educators' Conference 2015
Event Location
San Antonio, USA
Event Date
13.-15.02.2015
Subject(s)
Division(s)
Eprints ID
236007