EXPRESS: An Inquiry into Effective Salesperson Social Media Use in Multinational vs. Local Firms

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2023-09-29 DOI:10.1177/1069031x231207050
Laurianne Schmitt, Rhett Epler, Casenave Eric, Pallud Jessie
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引用次数: 1

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 multi-method, multi-study 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 in regards to strengthening salespeople’s internal and external connections in an international context. In Study 1, with 131 B2B salespeople, salespeople use social media to develop customer relations (i.e., external connections) to engage in positive publicity and social media advocacy, ultimately leading to sales performance. Specifically, social media advocacy enhances sales performance only for salespeople in multinationals. In Study 2, with twenty-three qualitative interviews, the authors contextualize the findings of Study 1 by comparing social media use amongst salespeople in MNEs 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.
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EXPRESS:跨国公司与本地公司销售人员有效使用社交媒体的调查
销售人员越来越需要适应国际环境——拥有国际客户或国际同行。然而,关于销售人员如何在国际背景下利用社交媒体,还有很多需要了解的。这种多方法、多研究的设计有助于国际销售研究,通过展示企业对企业(B2B)销售人员如何使用社交媒体,无论他们是在跨国公司还是在本地公司。通过社会资本的视角,作者探讨了在国际背景下,社交媒体在加强销售人员内部和外部联系方面的重要性。在研究1中,有131名B2B销售人员,销售人员利用社交媒体发展客户关系(即外部联系),进行正面宣传和社交媒体宣传,最终导致销售业绩。具体来说,社会化媒体宣传只对跨国公司的销售人员有提高销售业绩的作用。在研究2中,通过23个定性访谈,作者通过比较跨国公司和本地公司销售人员的社交媒体使用情况,将研究1的发现纳入背景。探索的基础涉及社会资本的三个维度的内部和外部联系:结构、关系和认知。作者证明,在社交媒体上与同行的内部联系可以增加知识转移和其他好处。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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