Chrome Extension
WeChat Mini Program
Use on ChatGLM

An Inquiry into Effective Salesperson Social Media Use in Multinational Versus Local Firms

JOURNAL OF INTERNATIONAL MARKETING(2024)

Cited 0|Views7
No score
Abstract
Salespeople are increasingly required to navigate an international environment-having international customers or international peers. However, much remains to be learned about how salespeople are utilizing social media in an international context. This multimethod, multistudy design contributes to international sales research by showing how business-to-business (B2B) salespeople use social media whether they are in a multinational or local firm. With a social capital lens, the authors explore the importance of social media with regard to strengthening salespeople's internal and external connections in an international context. In Study 1, 131 B2B salespeople use social media to develop customer relations (i.e., external connections) to engage in positive publicity and social media advocacy, ultimately leading to better sales performance. Specifically, social media advocacy enhances sales performance only for salespeople in multinationals. In Study 2, with 23 qualitative interviews, the authors contextualize the findings of Study 1 by comparing social media use among salespeople in multinational and local firms. The basis of the exploration involves internal and external connections with the three dimensions of social capital: structural, relational, and cognitive. The authors demonstrate that internal connections with peers on social media allows for increased knowledge transfer and other benefits.
More
Translated text
Key words
social media use,social capital theory,positive publicity,social media advocacy,multinational firms,local firms,international selling
AI Read Science
Must-Reading Tree
Example
Generate MRT to find the research sequence of this paper
Chat Paper
Summary is being generated by the instructions you defined