The Influence of B to B Firms Use of Multiple Social Media Platforms on Relationship Sales Performance: An Institutional Perspective

IF 2 4区 管理学 Q3 BUSINESS
K. Kooli, Nektarios Tzempelikos, Mohamad Yassine Hammouda
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引用次数: 0

Abstract

ABSTRACT Purpose: Overwhelmed by the huge rise in the number of social media (SM) platforms, B to B firms have been increasingly using multiple social media (SM) platforms to enhance their relationships with their customers. The purpose of this study is to investigate the influence of the competitive pressure to use SM on B to B firms use of multiple SM platforms, organization and individual SM competences and on relationship sales performance. Method: An online survey is implemented to collect data from B to B firms from different industries in an emerging market, i.e. Kuwait, to produce 152 usable questionnaires. Structural equation modeling is carried out using Smart PLS 3. Findings: The main findings show that competitive pressure to use SM fully influences relationship sales performance through individual social media competence. It also influences relationship sales performance through two mediations (1) organizational SM competence, (2) on a less important level, through the use of multiple SM platforms and organizational SM competence. Additionally, both organization and individual SM competence are found to significantly influence relationship sales performance. Implications: This study uncovers the complex mechanism through which competitive pressures to use social media influence both individual and organization social media competence and their relationship with their customers. It demonstrates that the use of multiple SM platforms significantly increases relationship sales performance, but this influence is weak. Therefore, top managers must choose the right number of SM platforms and design clear SM strategies. Originality: This study sheds light on the influence of competitive pressure to use SM on B to B firms’ relationships with their customers i.e. relationship sales performance. This coercive pressure could potentially spread B to B firms’ resources over a large number of SM and lead to poor SM presence. The study also emphasizes the role of top management in choosing the optimal combination of SM platforms and developing their organization SM competence.
B对B企业使用多种社交媒体平台对关系销售业绩的影响:一个制度视角
摘要目的:面对社交媒体平台数量的大幅增长,B对B公司越来越多地使用多个社交媒体平台来加强与客户的关系。本研究的目的是调查使用SM的竞争压力对B对B公司使用多个SM平台、组织和个人SM能力以及对关系销售绩效的影响。方法:实施一项在线调查,收集来自新兴市场(即科威特)不同行业的B对B公司的数据,制作152份可用的问卷。使用Smart PLS 3进行结构方程建模。研究结果:主要研究结果表明,使用SM的竞争压力通过个人社交媒体能力完全影响关系销售业绩。它还通过两个中介影响关系销售绩效(1)组织SM能力,(2)在不太重要的层面上,通过使用多个SM平台和组织SM能力。此外,组织和个人SM能力都会显著影响关系销售业绩。启示:本研究揭示了使用社交媒体的竞争压力影响个人和组织社交媒体能力及其与客户关系的复杂机制。研究表明,多个SM平台的使用显著提高了关系销售业绩,但这种影响较弱。因此,高层管理者必须选择合适数量的SM平台,并制定明确的SM战略。独创性:本研究揭示了使用SM的竞争压力对B对B公司与其客户的关系(即关系销售业绩)的影响。这种强制性压力可能会将B到B公司的资源分散到大量SM上,并导致SM存在不佳。研究还强调了高层管理者在选择SM平台的最佳组合和发展其组织SM能力方面的作用。
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来源期刊
CiteScore
2.20
自引率
35.70%
发文量
22
期刊介绍: The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities
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