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Social media usage in business-to-business sales : conceptualization, antecedents, and outcomes

  • 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 general 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 construct 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 relationships in the IT service industry. The results elucidate the preconditions and the impact of social media usage strategies in B2B sales relations.

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Author of HS ReutlingenRossmann, Alexander; Stei, Gerald
Erschienen in:Marketing in a global, digital and connected world : 2015 AMA Winter Educators' Conference, San Antonio, Texas, February 13 - 15 2015 ; AMA educators' proceedings volume 26
Publisher:American Marketing Association
Place of publication:Chicago, Ill.
Editor:Tom Brown
Document Type:Conference proceeding
Publication year:2015
Tag:business-to-business marketing; customer satisfaction; sales; social media
Page Number:2
First Page:J-7
Last Page:J-8
DDC classes:650 Management
Open access?:Nein