What is it about?
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.
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Why is it important?
This study demonstrates how salespeople’s social media use can enhance their social capital, which, in turn, is critical for value cocreation and cross/upselling performance. The proposed framework opens opportunities for future studies to examine the role of salesperson social capital and value cocreation in B2B exchanges.
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This page is a summary of: The impact of business-to-business salespeople’s social media use on value co-creation and cross/up-selling: the role of social capital, European Journal of Marketing, September 2022, Emerald,
DOI: 10.1108/ejm-11-2021-0916.
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