Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences

Bill, Fabian; Feurer, Sven; Klarmann, Martin (2020). Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences Journal of the Academy of Marketing Science, 48(4), pp. 734-752. Springer 10.1007/s11747-019-00708-z

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This study presents an empirical test of an integrative framework based on the Unified Theory of Acceptance and Use of Technology, capturing what drives salesperson social media use in business-to-business relationships and under which circumstances social media use affects customer loyalty. The authors test the framework by drawing on a unique hierarchical dataset with data from three sources (over 30 sales managers, over 150 salespeople, and almost 400 customers). The most important finding is that the social media’s effect on customer loyalty depends strongly on the context. Salesperson social media use increases customer loyalty only for high-status customers and customers with small buying centers.

Item Type:	Journal Article (Original Article)
Division/Institute:	Business School > Business Foundations and Methods > Marketing Business School > Institute for Marketing & Global Management > Marketing
Name:	Bill, Fabian; Feurer, Sven and Klarmann, Martin
Subjects:	H Social Sciences > H Social Sciences (General)
Publisher:	Springer
Language:	English
Submitter:	Sven Feurer
Date Deposited:	13 Jan 2021 11:57
Last Modified:	27 Sep 2021 02:18
Publisher DOI:	10.1007/s11747-019-00708-z
Uncontrolled Keywords:	Social media, Salespeople, B2B, Customer loyalty, Technology acceptance, Integrative framework
ARBOR DOI:	10.24451/arbor.14179
URI:	https://arbor.bfh.ch/id/eprint/14179