Social media technology use and salesperson performance: A two study examination of the role of salesperson behaviors, characteristics, and training

Abstract

Extending the literature on sales technology, we use two studies to develop and test a model involving salesperson-customer shared technology tools, referred to as Social Media Technology (SMT). Specifically, we demonstrate the impacts of SMT in B2B sales contexts on customer relationship performance and objective sales performance through key mediating behaviors and characteristics. Empirical findings from two studies, cross-company and within-company data, demonstrate the effects of SMT on salesperson product information communication, diligence, product knowledge, and adaptability. Moderating effects suggest that the integration of SMT in the absence of training on the technology may not yield the best results. Findings suggest that firms must allocate the resources necessary to properly implement SMT strategies. The framework tested provides a foundation for integration of SMT into buyer-seller interactions.