{"title":"How Social Media Use in B2B Export Selling Contributes to Sales Performance: The Media Synchronicity Theory Perspective","authors":"Jihong Zhou, Peerayuth Charoensukmongkol","doi":"10.1177/23294884231176279","DOIUrl":null,"url":null,"abstract":"Despite increasing interest in the role of social media use (SMU) in improving performance, limited studies have examined its impact on sales performance in B2B export sales contexts. And the underlying mechanisms of such effects remain underexplored. Drawing on Media Synchronicity Theory, we propose SMU in sales affects cross-cultural communication performance first, which in turn affects sales performance, and training and experience are appropriation factors of SMU in sales. A questionnaire survey was conducted among 751 B2B export salespeople from mainland China. The results show cross-cultural communication performance fully mediates the effect of SMU in sales on sales performance, and training and experience are antecedents of SMU in sales. The total effect of training on sales performance through SMU in sales and cross-cultural communication performance is stronger than that of experience. Theoretical and practical insights on how to leverage social media to support B2B export sales performance are discussed.","PeriodicalId":45593,"journal":{"name":"International Journal of Business Communication","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2023-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Business Communication","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.1177/23294884231176279","RegionNum":3,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Despite increasing interest in the role of social media use (SMU) in improving performance, limited studies have examined its impact on sales performance in B2B export sales contexts. And the underlying mechanisms of such effects remain underexplored. Drawing on Media Synchronicity Theory, we propose SMU in sales affects cross-cultural communication performance first, which in turn affects sales performance, and training and experience are appropriation factors of SMU in sales. A questionnaire survey was conducted among 751 B2B export salespeople from mainland China. The results show cross-cultural communication performance fully mediates the effect of SMU in sales on sales performance, and training and experience are antecedents of SMU in sales. The total effect of training on sales performance through SMU in sales and cross-cultural communication performance is stronger than that of experience. Theoretical and practical insights on how to leverage social media to support B2B export sales performance are discussed.
期刊介绍：
The International Journal of Business Communication (IJBC) publishes manuscripts that contribute to knowledge and theory of business communication as a distinct, multifaceted field approached through the administrative disciplines, the liberal arts, and the social sciences. Accordingly, IJBC seeks manuscripts that address all areas of business communication including but not limited to business composition/technical writing, information systems, international business communication, management communication, and organizational and corporate communication. In addition, IJBC welcomes submissions concerning the role of written, verbal, nonverbal and electronic communication in the creation, maintenance, and performance of profit and not for profit business.
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