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Social media in business-to-business sales relationships : an empirical analysis

  • In recent years, the rise of social media received significant importance in marketing research and practice. 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 dyadic B2B relationships; 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 cus-tomers. 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 precondi-tions and the impact of social media usage strategies in B2B sales relations.

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Author of HS ReutlingenStei, Gerald; Rossmann, Alexander
Erschienen in:Collaboration in research : EMAC 2015, Leuven (Belgium), May 26 - 29, 2015
Place of publication:Leuven
Document Type:Conference proceeding
Publication year:2015
Tag:business-to-business marketing; customer satisfaction; sales; social media
Page Number:7
First Page:1
Last Page:7
DDC classes:330 Wirtschaft
Open access?:Nein