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Full-Text Articles in Business
Social Media And Customer Relationship Management Technologies: Influencing Buyer-Seller Information Exchanges, Omar S. Itani, Michael T. Krush, Raj Agnihotri, Kevin J. Trainor
Social Media And Customer Relationship Management Technologies: Influencing Buyer-Seller Information Exchanges, Omar S. Itani, Michael T. Krush, Raj Agnihotri, Kevin J. Trainor
Marketing Faculty Publications and Presentations
Highlights
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Social media and CRM technology aid salespeople in market sensing and customer-linking activities.
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Social media utilization enhance the competitive information collection abilities of the seller.
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CRM techpositively affects seller product information communication, which enablesbuyer information sharing intentions.
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Sellers capture value from buyers by CRM utilization.
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Seller experience has significant moderating and explanatory power regarding the use of sales technology.
Abstract
Due to the increasing array of sales technology, salespeople must understand how each application assists them. This study examines how business-to-business salespeople use different forms of sales technology to meet their boundary-spanning roles. Our research draws from social exchange …