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Purpose-Salespeople have had a long aff air with technology in serving customers. Some research studies, however, indicate that too much technology may have a negative impact on salespeople's social skills. This paper aims to analyze what impact technology-specifi cally, social media, in terms of attitudes and use-has on selling performance. Design/Methodology/Approach-In a sample of salespeople from diff erent business-to-business (B2B) industries, respondents were surveyed in the form of face-to-face interviews that were conducted at their place of work. The study analyzed how the intensity of technology use, attitudes towards and the use of social media aff ect customer relationship performance. Variance-based structural equation modeling, especially PLS-SEM, was applied for the analysis. Sažetak Svrha-U usluživanju potrošača prodavači su već dugo povezani s tehnologijom. Međutim neka istraživanja pokazuju da bi previše tehnologije moglo negativno utjecati na društvene vještine prodavača. Cilj rada jest analizirati utjecaj tehnologije, konkretno društvenih medija-stava i uporabe na učinkovitost prodaje. Metodološki pristup-U uzorku prodavača iz različitih industrija poslovne potrošnje ispitanici su bili osobno ispitani anketiranjem na radnome mjestu, uz pomoć anketara. Analizirano je kako intenzitet korištenja tehnologije, stav o društvenim medijima i uporaba društvenih medija utječu na učinkovitost odnosa s potrošačima. Za analizu je korištena metoda modeliranja strukturnih jednadžbi na bazi varijance, osobito parcijalnih najmanjih kvadrata (PLS-SEM). Rezultati i implikacije-Temeljem rezultata provjereni su učinci intenzivnog korištenja tehnologije na stav o društvenim medijima i uporabu društvenih medija te na

Purpose-Small and medium-sized enterprises (SMEs) play an important role in the economy, in both national and international markets. These organizations work under diff erent conditions, possess diff erent capabilities, and therefore have a diff erent approach to certain company functions (e.g., marketing). SMEs defi ne their marketing activity within a scope that diff ers from their large counterparts. Our aim is to provide a better understanding of certain infl uencing factors that are the antecedents to the understanding of an SME's marketing activities. Design/Methodology/Approach-Since relatively little has been written on these eff ects, we decided to use a qualitative approach because of both the sample (SMEs) and the research problem. The SME marketing activity was analyzed from an exploratory perspective, with the research conducted in the form of in-depth interviews in 15 SMEs. We had the opportunity to analyze our research questions in a Hungarian context. Findings and implications-As a result, some infl uencing patterns emerged, such as the deciding role of the SME leader, strong customer focus, the ability to adapt to the market, and innovative, entrepreneurial characteristics. The results can help both theoretical researchers of SME marketing and SME marketing practitioners. Limitations-The limitations of this paper lie in the sample size and structure, and in the limitations of qualitative methodology. Originality-Despite limitations, the infl uencing factors that emerged have not been analyzed in prior empiri-Sažetak Svrha-Mala i srednja poduzeća (SME) imaju važnu ulogu u gospodarstvu na nacionalnim i međunarodnim tržištima. Ove organizacije posluju u različitim uvjetima, posjeduju različite sposobnosti i zbog toga imaju drugačiji pristup određenim funkcijama u poduzeću (npr. marketingu). Svoju marketinšku aktivnost one defi niraju u drugačijem opsegu u usporedbi sa svojim većim konkurentima. Cilj rada jest omogućiti bolje razumijevanje određenih utjecajnih čimbenika koji su prethodnici za razumijevanje marketinških aktivnosti malih i srednjih poduzeća. Doprinos-Unatoč ograničenjima istraživanja, otkriveni utjecajni čimbenici nisu analizirani u prethodnim empi

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