Social Selling: An Examination of Strategic Efforts through Salesperson Activities and Their Networks.

다국어 초록 (Multilingual Abstract)

Information communications technology (ICT) resources, such as social networking sites and blogs, give salespeople access to increased information as well as the ability to connect and engage with current and potential customers. This interaction through social communities on ICT sites is often referred to as social selling. To date, there are limited studies examining the comprehensive nature of social selling. This study was the first to empirically test a framework including the intersection of ICT, self-efficacy, and social capital as part of strategic social selling. This mixed methods study drew on existing literature based on the technology acceptance model to expand the role ICT usage plays in helping salespeople achieve higher performance through increased confidence (self-efficacy) and the importance of their connections (social capital). This study advances the sales literature in understanding the role many levels play in a social selling strategy including the individual salesperson, the sales organization, and their connections. To this end, this study concludes with several recommendations for future social selling research.