销售员技能对销售行为的影响:社交媒体的调节作用

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-04-03 DOI:10.1080/10496491.2022.2054900

R. Mostafa, Tamara Kasamani

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引用次数: 2

摘要

社会化销售是数字化时代一种突出的营销策略。因此，本研究旨在考察社交媒体使用在销售技巧(销售技巧、技术、积极共情倾听(AEL)和情绪智力(EI)技能)和销售行为(交叉/向上和适应性销售行为)之间的关系中的调节作用。通过问卷调查从黎巴嫩的销售人员中收集了185名受访者的样本，并使用AMOS图形使用结构方程模型(SEM)对数据进行了分析。结果显示，推销技巧、技术、AEL和EI技能驱动适应性和交叉/向上销售行为。此外，社交媒体的使用增强了销售人员销售技能和行为之间的关系。最后，本研究提出了社会销售背景的关键见解，并为营销经理提供了如何执行有效的社会销售策略的指导方针。

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The Effect of Salespeople Skills on Selling Behaviors: The Moderating Role of Social Media

Abstract Social selling is a prominent marketing strategy in this digitalization era. Thus, this research aims to inspect the moderating role of social media use in the relationship between selling skills (salesmanship, technical, active empathetic listening (AEL), and emotional intelligence (EI) skills) and selling behaviors (cross/up and adaptive selling behaviors). A sample of 185 respondents was collected from salespeople in Lebanon using a questionnaire, and data were analyzed with structural equation modeling (SEM) using AMOS graphics 24. The outcomes revealed that salesmanship, technical, AEL, and EI skills drive adaptive and cross/up-selling behaviors. In addition, social media use enhances the relationship between salespeople selling skills and behaviors. Finally, this research suggests key insights into the social selling context and offers guidelines to marketing managers on how to execute an effective social selling strategy.

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.