Marketing Faculty Publications and Presentations
Document Type
Article
Publication Date
4-2022
Abstract
Highlights
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Social media, CRM technology & social CRM enrich the knowledge of salespeople.
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Social media, CRM technology & social CRM support value co-creation efforts.
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Knowledge mediates the effects of social media, CRM technology, and social CRM.
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Job autonomy & sales quota ease moderate the effect of knowledge on value co-creation.
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Value co-creation increases sales performance.
Abstract
This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and their interaction support salespeople in their value co-creation efforts through the mediating role of knowledge enriched by these tools. The results indicate a significant moderating effect of salesperson job autonomy and sales quota ease in enhancing the relationship between knowledge and value co-creation. The study concludes by discussing important implications that stem from our analyses.
Recommended Citation
Itani, O.S., Kalra, A. and Riley, J., 2022. Complementary effects of CRM and social media on customer co-creation and sales performance in B2B firms: The role of salesperson self-determination needs. Information & Management, 59(3), p.103621. https://doi.org/10.1016/j.im.2022.103621
Publication Title
Information & Management
DOI
https://doi.org/10.1016/j.im.2022.103621
Comments
Original published version available at https://doi.org/10.1016/j.im.2022.103621