Business Commons^™

Paralinguistic And Rhetorical Capabilities Of Emojis In Marketing Communication, Jacob Christopher Almaguer

Theses and Dissertations

Consumers and social media marketers have over 3,000 emojis at their fingertips. Despite the popularity of emojis on social media, marketing research on emojis remains limited. Extant marketing research on emojis that does exist primarily focuses on the emotional and reinforcement capabilities, a remnant of the limitations of the emoticon ancestor, and largely ignores the additional paralinguistic and rhetorical potential of emojis. In this dissertation, emojis as a paralanguage are explored with a particular focus on the creation of meaning on social media (Essay 1), and emojis as a full (Essay 2) and partial (Essay 3) substitute for text in …

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 …

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 …