Reflections on "Social media: Influencing customer satisfaction in B2B sales" and a research agenda

Daniel Nunan, Olivier Sibai, Bruno Schivinski, George Christodoulides

Research output: Contribution to journalLiterature reviewpeer-review

Abstract

Given the indirect role of social media in value creation, the article ?Social media: Influencing customer satisfaction in B2B sales? by Agnihotri, Dingus, Hu, and Krush (2016) is notable for highlighting the role of social media as an antecedent to value generation within the sales process. Considering the fast pace at which knowledge of the impact of social media within B2B sales is developing, we critically appraise Agnihotri et al.?s work and position it within the emerging literature on social media communication in the sales process. We conclude with a research agenda identifying a diverse set of new directions for investigating social media within the sales process.
Original languageEnglish
Pages (from-to)31-36
Number of pages6
JournalIndustrial Marketing Management
Volume75
Early online date28 Mar 2018
DOIs
Publication statusPublished - 1 Nov 2018

Keywords

  • Social media
  • Sales
  • Value creation
  • B2B

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