Abstract
We examine the impact of both sales and marketing automation (SMA) and national culture on new customer conversion in new international markets. Based on theories of social exchange and signaling, we propose that the use of SMA increases the rate of conversion of new customers and reduces the time to conversion. Using a quasi-experimental research design, we collected data on 213 users that converted during a three-month recruitment campaign targeting nurses in four new country markets in Europe. The results of logistic and linear regression analysis confirmed that the use of SMA increases the rate of conversion and decreases time to conversion. Additional hypotheses about the impact of national culture on the rate of conversion and time to conversion were not supported. This study contributes to our theoretical understanding of new market entry and provides practical insights into the relatively new field of applying SMA when firms are entering new international markets.
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