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The Impact Of Business-To-Business Salespeople’S Social Media Use On Value Co-Creation And Cross/Up-Selling: The Role Of Social Capital, Omar S. Itani, Vishag Badrinarayanan, Deva Rangarajan
The Impact Of Business-To-Business Salespeople’S Social Media Use On Value Co-Creation And Cross/Up-Selling: The Role Of Social Capital, Omar S. Itani, Vishag Badrinarayanan, Deva Rangarajan
Marketing Faculty Publications and Presentations
Purpose
This study aims to develop and test a process model of the effect of social media use by business-to-business (B2B) salespeople on their value cocreation and cross/upselling performance. Adopting a research acquisition perspective, the authors claim that salesperson’s social media use is critical for generating social capital – an operant resource characterized by superior market knowledge, reputation and networking – which, in turn, directly and synergistically enhances value cocreation and cross/upselling outcomes.
Design/methodology/approach
A model is developed based on extant sales research on salesperson’s social media use and social capital theory. Data from B2B salespeople is analyzed using structural …