Social Selling: A Comparison of Social Media Usage Across Process Stage, Markets, and Sales Job Functions

Abstract

This research compares the extent to which sales personnel in B2C (business-to-consumer) and B2B (business-to-business) markets use relationship-oriented social media to accomplish job-related and selling process (i.e., social CRM [customer relationship management]) tasks. A sample of 395 sales professionals across a variety of industries responded to questions assessing their use of the tools. Results demonstrate that a substantial proportion find utility in the applications. Interaction effects regarding B2B managers are particularly noteworthy, as no prior research has shown that B2B managers are significantly and far more engaged with social CRM than other sales representatives. The frequency and extent of social CRM usage varies based on the specific tools used and the stage of the selling process. The findings carry important implications for salespeople, managers, trainers, and university educators.

Additional information

Notes on contributors

Jesse N. Moore

(Ph.D., University of South Florida), Associate Professor of Marketing, College of Business and Behavioral Science, Clemson University, Clemson, SC, [email protected].

Mary Anne Raymond

(Ph.D., University of Georgia), Chair and Professor of Marketing, College of Business and Behavioral Science, Clemson University, Clemson, SC, [email protected].

Christopher D. Hopkins

(Ph.D., Mississippi State University), Associate Professor of Marketing, College of Business and Behavioral Science, Clemson University, Clemson, SC, [email protected].