Can salespeople use social media to enhance brand awareness and sales performance? The role of manager empowerment and creativity

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dc.contributor.author Kalra, Ashish
dc.contributor.author Itani, Omar S.
dc.contributor.author Rostami, Amin
dc.date.accessioned 2023-03-14T13:05:31Z
dc.date.available 2023-03-14T13:05:31Z
dc.date.copyright 2023 en_US
dc.date.issued 2023-03-13
dc.identifier.issn 0885-8624 en_US
dc.identifier.uri http://hdl.handle.net/10725/14565
dc.description.abstract Purpose Although research analyzing the consequences of salesperson social media use in driving sales behaviors and performance outcomes has proliferated in the recent past, there are significant research gaps in the domain. Grounded in task-technology fit theory, this paper aims to propose a conceptual framework that integrates between previously disjointed areas of research and analyzes the relationships between salesperson social media use, brand awareness, creativity, manager empowerment and company performance. Design/methodology/approach Survey responses were collected from a multi-industry sample of 158 business-to-business salespeople. Structural relationships were tested using partial least squares structural equation modeling. Findings The analysis shows that salesperson social media use positively affects brand awareness. The relationship between social media and brand awareness is magnified with the increase in salesperson creativity. Findings also show that manager empowerment increases salesperson creativity. Finally, brand awareness positively affects company performance. Practical implications Sales organizations should focus on developing digital strategies, especially focusing on salesperson social media use to enhance company’s brand awareness, which in turn increases company performance. Moreover, sales managers should also follow empowering leader behaviors to enhance creativity. Originality/value The authors amalgamate salesperson social media use literature and branding literature by proposing salesperson social media use’s positive effects on brand awareness. This study also expands the knowledge by exploring the moderating effect of individual-level variables such as salesperson creativity on driving the effects of salesperson social media use. en_US
dc.language.iso en en_US
dc.title Can salespeople use social media to enhance brand awareness and sales performance? The role of manager empowerment and creativity en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 200501701 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.relation.journal Journal of Business & Industrial Marketing en_US
dc.keywords Salesperson social media use en_US
dc.keywords Creativity en_US
dc.keywords Manager empowerment en_US
dc.keywords Brand awareness en_US
dc.keywords Company performance en_US
dc.identifier.doi https://doi.org/10.1108/JBIM-01-2022-0056 en_US
dc.identifier.ctation Kalra, A., Itani, O. S., & Rostami, A. (2023). Can salespeople use social media to enhance brand awareness and sales performance? The role of manager empowerment and creativity. Journal of Business & Industrial Marketing. en_US
dc.author.email omar.itani@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emerald.com/insight/content/doi/10.1108/JBIM-01-2022-0056/full/html en_US
dc.orcid.id https://orcid.org/0000-0003-2258-7837 en_US
dc.author.affiliation Lebanese American University en_US

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