金无足赤：从 B2B 客户的视角探索社交销售

IF 3.6 4区管理学 Q2 BUSINESS Journal of Business & Industrial Marketing Pub Date : 2024-01-22 DOI:10.1108/jbim-10-2023-0604

Chiara Ancillai, Sara Bartoloni, Federica Pascucci

{"title":"金无足赤：从 B2B 客户的视角探索社交销售","authors":"Chiara Ancillai, Sara Bartoloni, Federica Pascucci","doi":"10.1108/jbim-10-2023-0604","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.</p>\n<h3>Design/methodology/approach</h3>\n<p>The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.</p>\n<h3>Findings</h3>\n<p>The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.</p>\n<h3>Originality/value</h3>\n<p>Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.</p>","PeriodicalId":48181,"journal":{"name":"Journal of Business & Industrial Marketing","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2024-01-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"All that glitters is not gold: exploring social selling through the eyes of B2B customers\",\"authors\":\"Chiara Ancillai, Sara Bartoloni, Federica Pascucci\",\"doi\":\"10.1108/jbim-10-2023-0604\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.</p>\\n<h3>Design/methodology/approach</h3>\\n<p>The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.</p>\\n<h3>Findings</h3>\\n<p>The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.</p>\\n<h3>Originality/value</h3>\\n<p>Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.</p>\",\"PeriodicalId\":48181,\"journal\":{\"name\":\"Journal of Business & Industrial Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.6000,\"publicationDate\":\"2024-01-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Business & Industrial Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jbim-10-2023-0604\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business & Industrial Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jbim-10-2023-0604","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

目的本研究旨在深入了解 B2B 客户对销售人员使用社交媒体的看法。设计/方法/途径本研究采用定性方法，对 26 名在不同行业中担任客户角色的关键信息提供者进行了半结构化访谈。研究结果作者归纳出了有关 B2B 客户对社交媒体在 B2B 销售中的使用看法的五个主题。这些主题为社交销售活动和预期结果提供了有价值的启示。原创性/价值尽管有关 B2B 销售人员使用社交媒体的驱动因素、最佳实践和结果的文献越来越多，但对客户方面的关注却较少。作者对社交销售活动和预期成果进行了更全面的描述，从而扩展了当前的研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

All that glitters is not gold: exploring social selling through the eyes of B2B customers

Purpose

The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.

Design/methodology/approach

The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.

Findings

The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.

Originality/value

Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Business & Industrial Marketing BUSINESS-

CiteScore

6.60

自引率

25.80%

发文量

143

期刊介绍： The Journal of Business & Industrial Marketing (JBIM) publishes research on new ideas concerning business-to-business marketing, that is, how one company or organization markets its goods/services/ideas to another company or organization. It is a valuable source for academics, directors and executives of marketing, providing them with new, fresh insights which are applicable within real life settings. JBIM''s emphasis on insistence of proof is one of the cornerstones of its success and its reputation. Contributors to the journal must not only present new theories or ideas, but also back them up with research. In the process, many myths are exploded, philosophies reinvented and the scene set for topical debate on critical issues in B2B marketing. The B2B landscape evolves and so does the research that explores the emerging features and properties of B2B markets. From 2019 the journal hosts the IMP Forum that invites research advancing the boundaries of B2B marketing. Prior research has evidenced that interactivity and interdependences characterize interorganizational business relationships. The Forum aims to bring out research that explores interactivity and interdependences in business relationships and their implications for marketing management, business development and for society at large. Coverage: -Competition and cooperation- Networks in business markets- Buyer behaviour – purchasing and supply management- Managing product offerings- New product development and innovation- Networks in business markets- Distribution and routes to market- Market and customer communication - Customer relationship management- Sales and key account management- Organizing for global markets -