TY - JOUR
T1 - Reflections on "Social media: Influencing customer satisfaction in B2B sales" and a research agenda
AU - Nunan, Dan
AU - Sibai, Olivier
AU - Schivinski, Bruno
AU - Christodoulides, George
PY - 2018/11/1
Y1 - 2018/11/1
N2 - Given the indirect role of social media in value creation, the article ?Social media: Influencing customer satisfaction in B2B sales? by Agnihotri, Dingus, Hu, and Krush (2016) is notable for highlighting the role of social media as an antecedent to value generation within the sales process. Considering the fast pace at which knowledge of the impact of social media within B2B sales is developing, we critically appraise Agnihotri et al.?s work and position it within the emerging literature on social media communication in the sales process. We conclude with a research agenda identifying a diverse set of new directions for investigating social media within the sales process.
AB - Given the indirect role of social media in value creation, the article ?Social media: Influencing customer satisfaction in B2B sales? by Agnihotri, Dingus, Hu, and Krush (2016) is notable for highlighting the role of social media as an antecedent to value generation within the sales process. Considering the fast pace at which knowledge of the impact of social media within B2B sales is developing, we critically appraise Agnihotri et al.?s work and position it within the emerging literature on social media communication in the sales process. We conclude with a research agenda identifying a diverse set of new directions for investigating social media within the sales process.
UR - https://researchportal.port.ac.uk/en/publications/7d1e893e-bf39-407b-9f3c-98915e8ed04b
UR - https://www.scopus.com/pages/publications/85044528336
U2 - 10.1016/j.indmarman.2018.03.009
DO - 10.1016/j.indmarman.2018.03.009
M3 - Article
SN - 0019-8501
JO - Industrial Marketing Management
JF - Industrial Marketing Management
ER -