The Effect of Customers’ Personalization of Social Media on Salesperson Selling Behaviors*

Abstract

The purposes of the paper are to examine the influence of individual regulatory orientations on salespeople’ selling behaviors in the e-commerce industry, and explore the role of salespeople’ perceived consumer perception of personalization dimension of social media marketing in the relationships. The findings indicate that both promotion and prevention orientations impact on adaptive selling confidence and behaviors of salespeople. Although it is found that perceived consumer perception of personalization dimension of social media marketing does not moderate the relationship between regulation orientations and adaptive selling confidence, it is noted that this factor had a positive effect on adaptive selling confidence.