استفاده از رسانه های اجتماعی در فروش b2b و تاثیر آن بر مجموعه مزیت رقابتی و فروش انطباقی: بررسی تاثیر نقش گرایش یادگیری به عنوان یک فعال کننده

This paper examines the use of social media by business-to-business (B2B) salespeople to assist in their job functions. The authors propose that a salesperson’s attitude toward social media usefulness, as well as a salesperson’s learning orientation, will influence how much a salesperson uses social media to assist in day-to-day job tasks. Additionally, the impact that the use of social media has on collecting knowledge about competitors, adapting to customers, and sales performance is considered. Accordingly, a broad literature review is provided to introduce extant theory contributing to the proposed model. The practical uses of social media by salespeople will be described, and then the theoretical foundation is built, encompassing social media use, goal orientations, and adaptive selling theory. Results of an empirical model are provided, followed by a discussion of theoretical and managerial implications.