Marketing Commons^™

Inside Sales Social Media Use And Its Strategic Implications For Salesperson-Customer Digital Engagement And Performance, Nawar N. Chaker, Edward L. Nowlin, Maxwell T. Pivonka, Omar S. Itani, Raj Agnihotri

Marketing Faculty Publications and Presentations

Highlights

• Inside salespeople rely on four main strategies when it comes to using social media in their roles to engage with customers.

• Inside sales strategic social media use leads to higher levels of customer digital engagement and, ultimately, performance.

• Firm digital technology resources may shape the effects of inside sales strategic social media use.

Abstract

The nature of inside sales has shifted, increasing in autonomy, importance, and scope. Moreover, buyers are changing their preferences from face-to-face interactions to virtual-based relationships, leading to a future full of opportunities for inside salespeople using social media. The practitioner literature suggests that inside sales …