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In the lights of an increasing digitalization of companies, the sales process might experience changes in the usage and the influence of digital tools. In order to examine the status quo of German companies in this regard, a study was conducted between 235 participants. The results of this study will be outlined in the article at hand.
Electronic word-of-mouth (eWoM) communication plays an increasingly important role in modern business. The underlying concept of word-of-mouth (WoM) communication is well researched and has proved highly significant in respect of its impact on customers purchase behavior. However, due to the advent of digital technologies, decision-making among customers is progressively shifting to the online world. Consequently, eWoM has received a lot of attention from the academic community. As multiple research papers focus on specific facets of eWoM, there is a need to integrate current research results systematically. Thus, this paper presents a scientific literature analysis in order to determine the current state-of-the-art in the field of eWoM. Five main research areas were analyzed, supporting the need for further eWoM studies and providing a structured overview of existing results.
Digitization will require companies to fundamentally reengineer their sales processes. Adapting the concept of value selling to the digital age will enable them to deliver superior value to their customers. Specifically, social selling will provide them with an answer to the ever-increasing complexity of customer journeys. This article, based on a survey among 235 German companies, assesses the status quo and outlines opportunities. Moreover, it introduces a novel approach for developing well-grounded social selling metrics.