Business Commons^™

Can Salespeople Use Social Media To Enhance Brand Awareness And Sales Performance? The Role Of Manager Empowerment And Creativity, Ashish Kalra, Omar S. Itani, Amin Rostami

Marketing Faculty Publications and Presentations

Purpose

Although research analyzing the consequences of salesperson social media use in driving sales behaviors and performance outcomes has proliferated in the recent past, there are significant research gaps in the domain. Grounded in task-technology fit theory, this paper aims to propose a conceptual framework that integrates between previously disjointed areas of research and analyzes the relationships between salesperson social media use, brand awareness, creativity, manager empowerment and company performance.

Design/methodology/approach

Survey responses were collected from a multi-industry sample of 158 business-to-business salespeople. Structural relationships were tested using partial least squares structural equation modeling.

Findings

The analysis shows that salesperson …

“Turning Role Conflict Into Performance”: Assessing The Moderating Role Of Self-Monitoring, Manager Trust And Manager Identification, Ashish Kalra, Omar S. Itani, Sijie Sun

Marketing Faculty Publications and Presentations

Purpose

This study examines the contextual variables that can curb the negative effects of role conflict on job satisfaction and enhance the positive effect of job satisfaction on creativity and service performance. More specifically, adopting the job demands-resources theory, the authors explore the interactive effect of frontline employee (FLE) self-monitoring and FLE-manager trust on the relationship between role conflict and job satisfaction. Extending this line of inquiry, the authors adopt social identity theory and analyze the moderating effect of FLE-manager identification on the relationship between job satisfaction and creativity and between job satisfaction and service performance.

Design/methodology/approach

Dyadic data utilizing …