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dc.contributor.authorRodriguez, Michaelen_US
dc.contributor.authorPeterson, Robert M.en_US
dc.contributor.authorKrishnan, Vijaykumaren_US
dc.date.accessioned2018-09-24T14:58:18Z
dc.date.available2018-09-24T14:58:18Z
dc.date.issued2012-07
dc.identifier.citationRodriguez, Michael, et al. (2012). Social Media's Influence on Business-To-Business Sales Performance. Vol. 32 (Issue 3) pp. 365-378. DOI: 10.2753/PSS0885-3134320306.en_US
dc.identifier.otherDOI: 10.2753/PSS0885-3134320306
dc.identifier.urihttps://commons.lib.niu.edu/handle/10843/18539
dc.description.abstractThe implementation of social media technology in a firm’s marketing strategy has been adopted by some forward-thinking sales forces. Sharing content and building a network of contacts are the principles behind social media. The utilization of social media (e.g., LinkedIn and Twitter) for reaching business-to-business clients is a relatively new phenomenon with performance outcomes essentially unknown. Data were collected from 1,699 business-to-business salespeople from over 25 different industries. Using structural equation modeling, the findings support that social media has a positive relationship with sales processes (creating opportunities and relationship management) and relationship sales performance.en_US
dc.language.isoen_USen_US
dc.publisherJournal of Personal Selling & Sales Managementen_US
dc.subjectSocial Mediaen_US
dc.subjectMarketing strategyen_US
dc.subjectBusiness-to-businessen_US
dc.subjectStructure equation modelingen_US
dc.titleSocial Media's Influence on Business-To-Business Sales Performanceen_US
dc.type.genreArticleen_US
dc.typeTexten_US
dc.contributor.departmentDepartment of Marketingen_US
dc.rights.statementIn Copyrighten_US


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