Authors: Jaydeep Mukherjee
Relationship between buyer and suppliers is determined by contact pattern between two parties and it has impact on sales performance. Modern networking technologies like social media offers a method of managing a company' s array of network relationships with customers. Hence the use of social media by frontline sales force is likely to be different for professional and personal use. This research studied differences in use of social media for professional and personal use by the frontline B2B sales person with respect to their performance, location and stages of their career. A survey instrument which measured the time spent by the sales force in professional and personal use, their location and their career stages was designed. A survey was administered and 205 responses were collected from sales force of a multinational company which had pan India presence. The empirical evidence showed no difference in social media usage for professional use with respect to their performance, location and stages of their career. However, significant differences was observed in personal usage with respect to age and location. The impact of age and location on social media usage for professional work was possibly suppressed by the organizational work processes and flows. Future work could use actual data rather than self reports
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Publish Year: 2016
Conference: Cape Town (2016)