Bringing “social” into sales: the impact of salespeople’s social media use on service behaviors and value creation

R. Agnihotri, P. Kothandaraman, R. Kashyap, and R. Singh (2012) : Bringing “social” into sales: the impact of salespeople’s social media use on service behaviors and value creation, Journal of Personal Selling & Sales Management, vol. XXXII, no. 3 (summer 2012), pp. 333–348.

1. Milyen kérdésre keresi a választ a cikk, mi a fő kutatási kérdés, milyen hipotézisekkel él? Igazolja vagy sem a kutatás ezeket?
Fő probléma: a salesprepek nem biztosak abban hogyan is járul hozzá a SM az overall sales strategy-höz
RQ1: How can a salesperson use social media to participate in the organization’s pursuit of customer engagement?
RQ2: How can a salesperson harness the capabilities of social media to create value?

2. Cikkben megtalálható fontosabb definíciók, hivatkozással (saját, v szerző+évszám)
In a very broad sense, social media has been defined as digital content and network- based interactions that are developed and maintained by and between people (Cohen 2011).
Kaplan and Haenlein defined social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (2010, p. 61).
Researchers posit that individuals have used social media “to participate in social networks, which enabled them to create and share content, communicate with one another, and build relationships” (Hennig-Thurau et al. 2010, p. 312).
Customer engagement (1) involves a calculative commitment, which forms the basis for consequent buying behavior; (2) leads to an emotional commitment, which forms the basis for buyer loyalty; and (3) increases buyers’ involvement and trust. Bowden (2009)
Brodie et al. (2011) posit that customer engagement is formed by interactive customer experiences that are embedded in service relationships aimed at co-creating value.
We observe that customer engagement occurs through repeated social media interactions between buyer and seller, in which positive (negative) feedback strengthens (weakens) buyer–seller rela- tionships.
Customer engagement can be increased by providing opportunities to seek, give, and pass opinions (Chu and Kim 2011)

3. Felállít-e elméleti modellt vagy keretet a szerző? Másold be az ehhez kapcsolódó esetleges ábrát + rövid magyarázat
TTF theory val vizsgálja meg a kérdést, ami nem más mint: “the technology must be utilized, and the technology must be a good fit with the tasks it sup- ports” (Goodhue and Thompson 1995, p. 213) TTF theory characterizes tasks as actions performed by users to complete an assignment and defines technology characteristics as tech- nology tools that can be used to support execution of these tasks
2 oldal: tartalom generálás és kapcsolat(hálózat) építés
lényeg : we propose a theoretical framework (Figure 1) that suggest that customer perceived value will be dependent on the fit between the use of social media as a social content enabler and salesperson service behaviors to “pull” customers toward the salesperson generated content. Similarly, salesperson perceived value creation will rely on the fit between the use of social media as a social network enabler and salesperson service behaviors to “push” information by expanding the networks of customer connections.

4. Egyéb érdekes gondolat a cikkből
Social media networks have become an important facilitator of customer relationships -> it is evident that firms and individuals seek important professional benefits from social media – > ez a sales organizationoknál különösen fontos, hiszen ők képezik a “hidat” a szervezetek és a piacok között
OgilvyOne kutatása szerint a vásárlók fele szerint nőtt a közösségi média szerepe a vásárlási folyamat során (Featherstonebaugh 2010) -> ugyanakkor a sales repek csupán 9% él a social media lehetőségeivel munkája során
A sok technikai ujítás miatt lassan tudják elkezdeni használni a sales rep-ek a közösségi médiát (Fredricksen 2010)

Adódik a kérdés: push vagy pull startégiát válasszanak?
Should salespeople attempt to push information, products, and services through an expanding network of social contacts? Or should they try to pull customers by generating content to stimulate their interests and meet their needs?
A legfontosann fajta kapcsolat a hosszútávú! customer engagement-et kell elérni
Customer engagement :(1) involves a calculative commitment, (2) leads to an emotional commitment, which forms the basis for buyer loyalty; and (3) increases buyers’ involvement and trust -> ez folyamatos közösségi média interakcióval (+,- visszajelzések) is megnyilvánulhat
Customer value is created during consumption and not embedded in the product itself (Vargo and Lusch 2004)
Three dimensions of salesperson service behaviors—information sharing, customer service, and trust building
Information-sharing behaviors include information receiving, information using, and information giving
we argue that social media availability and use enables salespeople to offer customers various touch-points, thereby influencing customers’ percep- tions of a salesperson’s sensitivity toward the relationship

5. Konklúzió: milyen (menedzseri) következtetéseket fogalmaz meg a cikk
Proposition 1a: The greater the fit between the salesper- son’s information-sharing behaviors and the social media capabilities to pull customers toward salesperson-generated content, the greater the customer perceived value.
Proposition 1b: The greater the fit between the salesperson’s information-sharing behaviors and the social media capa- bilities to push information through expanding networks of customer connections, the greater the salesperson perceived value.
Proposition 2a: The greater the fit between the salesperson’s customer service behaviors and the social media capabilities to pull customers toward salesperson-generated content, the greater the customer perceived value.
Proposition 2b: The greater the fit between the salesperson’s customer service behaviors and the social media capabili- ties to push information through expanding networks of customer connections, the greater the salesperson perceived value.
Proposition 3a: The greater the fit between the salesperson’s trust-building behaviors and the social media capabilities to pull customers toward salesperson generated content, the greater the customer perceived value.
Proposition 3b: The greater the fit between the salesperson’s trust-building behaviors and the social media capabilities to push information through expanding networks of customer connections, the greater the salesperson perceived value.
+ Közösségi média stratégiák 2 fajta
Levy (2011) (1) define business goals, (2) target the specific use of social media by the target audience, (3) take into consideration the competi- tors’ moves and strategy, (4) keep track of market events, and (5) set milestones to follow progress
Gupta, Armstrong, and Clayton (2011) five steps
(1)immerse (e.g., learning social media technology) (2) reflect (e.g., linking social media functionality with firm strategy) (3) define (e.g., setting pragmatic objectives for social media use) (4) engage (e.g., keeping audiences engaged through relevant and authentic content) (5) evaluate (e.g., determining metrics and modifying tactics)
Kisgergely Viktoria szakszem_1

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s