An Inquiry into Effective Salesperson Social Media Use in Multinational Versus Local Firms
通过两项研究，探讨B2B销售人员在国际环境中如何使用社交媒体，发现社交媒体宣传仅对跨国公司销售人员的业绩有提升作用，并比较了跨国与本土公司销售人员的使用差异。
Salespeople are increasingly required to navigate an international environment—having international customers or international peers. However, much remains to be learned about how salespeople are utilizing social media in an international context. This multimethod, multistudy design contributes to international sales research by showing how business-to-business (B2B) salespeople use social media whether they are in a multinational or local firm. With a social capital lens, the authors explore the importance of social media with regard to strengthening salespeople's internal and external connections in an international context. In Study 1, 131 B2B salespeople use social media to develop customer relations (i.e., external connections) to engage in positive publicity and social media advocacy, ultimately leading to better sales performance. Specifically, social media advocacy enhances sales performance only for salespeople in multinationals. In Study 2, with 23 qualitative interviews, the authors contextualize the findings of Study 1 by comparing social media use among salespeople in multinational and local firms. The basis of the exploration involves internal and external connections with the three dimensions of social capital: structural, relational, and cognitive. The authors demonstrate that internal connections with peers on social media allows for increased knowledge transfer and other benefits.