Social Media in Large Sales Forces: An Empirical Study of the Impact of Sales Process Capability and Relationship Performance. Issue 3 (2nd July 2016)

• Record Type: Journal Article
• Authors: Rodriguez, Michael; Ajjan, Haya; Peterson, Robert M.
• Is Part Of: Journal of marketing theory and practice. Volume 24:Issue 3(2016)
• Page Start: 365
• Page End: 379
• Publication Date: 2016-07-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2016.1170538
• Languages: English
• ISSNs: 1069-6679

Abstract

Abstract : Using a resource-based view of the firm as a foundation, the research investigates antecedents and outcomes of social media used in organizations with large sales forces (500 or more). This study specifically investigates sales process capability as a moderator and relationship performance as a mediator. The results, based on 184 sales professionals, indicate upper management support and sales personnel capabilities having positive effects on social media usage. Using partial least squares path modeling, the study reveals that sales process capability moderates the relationship between social media and sales performance. Moreover, relationship-based performance mediated the connection between social media use and sales-based performance. Research and managerial implications of the findings are then discussed.