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Journal of the Academy of Marketing Science
Erschienen 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

verfasst von: Fabian Bill, Sven Feurer, Martin Klarmann

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 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.
Vorheriger Artikel Communicating brand biographies effectively: the role of communication source
Nächster Artikel Competitive advertising strategies for programmatic television

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Metadaten
Titel
Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences
verfasst von
Fabian Bill
Sven Feurer
Martin Klarmann
Publikationsdatum
16.01.2020
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 4/2020
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-019-00708-z

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