Business Commons^™

Complementary Effects Of Crm And Social Media On Customer Co-Creation And Sales Performance In B2b Firms: The Role Of Salesperson Self-Determination Needs, Omar S. Itani, Ashish Kalra, Jen Riley

Marketing Faculty Publications and Presentations

Highlights

• Social media, CRM technology & social CRM enrich the knowledge of salespeople.

• Social media, CRM technology & social CRM support value co-creation efforts.

• Knowledge mediates the effects of social media, CRM technology, and social CRM.

• Job autonomy & sales quota ease moderate the effect of knowledge on value co-creation.

• Value co-creation increases sales performance.

Abstract

This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and …