Social media, CRM technology & social CRM enrich the knowledge of salespeople.
Social media, CRM technology & social CRM support value co-creation efforts.
Knowledge mediates the effects of social media, CRM technology, and social CRM.
Job autonomy & sales quota ease moderate the effect of knowledge on value co-creation.
Value co-creation increases sales performance.
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.
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
Information & Management