Video-based sales interaction in cross-cultural B2B relationships: Potential (un)desired consequences

In contemporary and global business-to-business (B2B) markets, sales interactions are increasingly conducted via video-based technologies. However, research on the consequences of video-based sales interactions (VSIs) on customer relationships is surprisingly limited. Therefore, the purpose of this study is to explore the consequences of VSIs on cross-cultural customer relationships. We employ a grounded theory approach and derive empirical insights from interviews with 31 salespeople in 17 sales organizations, and 8 of their customers from 8 customer organizations. The findings reveal how VSIs can enhance or restrict different dimensions (interactive, affective, relational, visual) of social presence in the relationship initiation and maintenance phases, and how this can lead to positive and negative relationship consequences. Overall, this study contributes to B2B marketing theory and practice by providing novel insights and a new understanding of the effects of VSIs on customer relationships and explains why and how they manifest in practice.