Book Chapter

Capítulo

Pinto Lima, A. (2022). Social Selling. In Silva, P. & Teixeira, S. (Orgs.). Digital Marketing Trends (pp. 23-26). Porto. CEOS Edições, https://doi.org/10.56002/ceos.0007ch

Imagem da linha de investigação correspondente

Social Selling

Ana Pinto de Lima Porto Accounting and Business School of the Polytechnic of Porto, Portugal

Keywords:

Palavras-chave:

Social selling, selling activities, sales people, social media sales

Source Title Digital Marketing Trends


Date 2022


Abstract

Managers can effectively drive salespersons’ social selling by investing in a social media strategy with social media goals and social media activities for the sales team. Additionally, salespeople need to have access to relevant social media sales tools. Sales technology orientation represents the primary orientation behind social selling activities.


Citation

Pinto Lima, A. (2022). Social Selling. In Silva, P. & Teixeira, S. (Orgs.). Digital Marketing Trends (pp. 23-26). Porto. CEOS Edições, https://doi.org/10.56002/ceos.0007ch

Social Selling
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Download PDF • 5.30MB

Título de Origem Digital Marketing Trends

Data 2022


Resumo

Managers can effectively drive salespersons’ social selling by investing in a social media strategy with social media goals and social media activities for the sales team. Additionally, salespeople need to have access to relevant social media sales tools. Sales technology orientation represents the primary orientation behind social selling activities.


Citação

Pinto Lima, A. (2022). Social Selling. In Silva, P. & Teixeira, S. (Orgs.). Digital Marketing Trends (pp. 23-26). Porto. CEOS Edições, https://doi.org/10.56002/ceos.0007ch

Social Selling
.pdf
Download PDF • 5.30MB

REFERENCES

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Agnihotri, R., Mani, S., Chaker, N. N., Daugherty, P. J., & Kothandaraman, P. (2020). Drivers and performance implications of frontline employees’ social capital development and maintenance: The role of online social networks. Decision Sciences, 1–35.


Bill, F., Feurer, S., & Klarmann, M. (2020). Salesperson social media use in business-tobusiness relationships: An empirical test of an integrative framework linking antecedents and consequences. Journal of the Academy of Marketing Science, 48, 1–19.


Bocconcelli, R., Cioppi, M., & Pagano, A. (2017). Social media as a resource in SMEs’ sales process. Journal of Business and Industrial Marketing, 32(5), 693–709.


Guenzi, P., & Nijssen, E. J. (2020). Studying the antecedents and outcome of social media use by salespeople using a MOA framework. Industrial Marketing Management, 90, 346–359.


Jarvis, C.B., MacKenzie, S.B. and Podsakoff, P.M. (2003) A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research. Journal of Consumer Research, 30, 199-218.


Moncrief, W. C. (2017). Are sales as we know it dying…or merely transforming? Journal of Personal Selling & Sales Management, 37(4), 271–279.


Terho, H., Giovannetti, M., & Cardinali, S. (2022). Measuring B2B social selling: Key activities, antecedents and performance outcomes. Industrial Marketing Management, 101, 208-222.


The goal of creating a content marketing strategy should always be the original one, the one of creating and distributing valuable and compelling content to attract, conquer and engage a certain target audience, clearly defined and understood, with the aim of driving consumers to profitable actions (Pulizzi, 2013).

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