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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 4/2020

16-01-2020 | Original Empirical Research

Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences

Authors: Fabian Bill, Sven Feurer, Martin Klarmann

Published in: Journal of the Academy of Marketing Science | Issue 4/2020

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Abstract

This study presents an empirical test of an integrative framework based on the Unified Theory of Acceptance and Use of Technology, capturing what drives salesperson social media use in business-to-business relationships and under which circumstances social media use affects customer loyalty. The authors test the framework by drawing on a unique hierarchical dataset with data from three sources (over 30 sales managers, over 150 salespeople, and almost 400 customers). The most important finding is that the social media’s effect on customer loyalty depends strongly on the context. Salesperson social media use increases customer loyalty only for high-status customers and customers with small buying centers.
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Appendix
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Metadata
Title
Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences
Authors
Fabian Bill
Sven Feurer
Martin Klarmann
Publication date
16-01-2020
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 4/2020
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-019-00708-z

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