Understanding salesperson intention to use AI feedback and its influence on business-to-business sales outcomes

Hall, Kelly R.; Harrison, Dana E.; Ajjan, Haya; Marshall, Greg W.

doi:10.1108/jbim-04-2021-0218

Cited by 19 publications

(4 citation statements)

References 103 publications

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“…We sent the electronic survey link to 400 participants and received 250 complete responses. After removing extreme responses (straight liners) (Batool et al , 2021; Hall et al , 2021; Lim et al , 2021), we had 236 usable responses for this study. Ethical considerations such as consent and confidentiality of respondents were considered.…”

Section: Methodsmentioning

confidence: 99%

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

Sharma

Fadahunsi

Abbas³

et al. 2022

JIBR

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Purpose Based on the stimulus-organism-response (SOR) framework, this study aims to investigate the effect of social media marketing (SMM) activities on consumers’ purchase intention (PI), as well as to test the mediation effect of consumer-based brand equity (CBBE) and consumer inspiration (INS) between the relationship of SMM and PI. Further, this study has also proposed and validated SMM as a reflective–formative higher-order construct (R-F-HOC) with its five first-order dimensions: customization, entertainment, interaction, trendiness and word of mouth (WoM). Design/methodology/approach Using a non-probability purposive sampling method, a structured questionnaire survey using Google forms was used to collect data from a sample of 236 UAE consumers. Subsequently, the data was analyzed with a hybrid method that combined partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis. Findings The findings suggest that SMM has a direct effect on CBBE, INS and PI. Both proposed mediation effects are statistically significant, and there is a partial complementary mediation effect of CBBE and INS between SMM and PI. This study validated the operationalization of SMM as R-F-HOC. Further, the results of the ANN analysis validate the results of the PLS-SEM, suggesting that SMM is the strongest predictor of PI followed by CBBE and INS. Research limitations/implications In terms of theoretical significance, this study has advanced our understanding of the process by which the influence of SMM is transferred to PI via CBBE and INS. This study has also made a significant contribution by validating SMM as a R-F-HOC. In terms of practical implications, this study suggests that SMM should be best assessed as a R-F-HOC construct with five dimensions: customization, entertainment, interaction, trendiness and WoM. This study has also demonstrated the importance of CBBE and INS in transmitting the effect of SMM on PI to marketers. Originality/value This study contributes to the digital advertising literature by filling a knowledge gap about the mediation effect of CBBE and INS between SMM and PI via the SOR framework. SMM’s multidimensionality as a R-F-HOC has also been established.

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Section: Methodsmentioning

confidence: 99%

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

Sharma

Fadahunsi

Abbas³

et al. 2022

JIBR

View full text Add to dashboard Cite

show abstract

“…The relatively sample size used to test a complex model, including several constructs with multiple items and several interaction effects, makes partial least squares structural equation modeling (PLS-SEM) an adequate multivariate analysis method to use (Chin et al , 2003). It has been used in sales studies and has been applied across B2B research (Corsaro and Maggioni, 2021; Hall et al , 2021; Wong, 2016).…”

Section: Resultsmentioning

confidence: 99%

Can salespeople use social media to enhance brand awareness and sales performance? The role of manager empowerment and creativity

Kalra

Rostami

2023

JBIM

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Purpose Although research analyzing the consequences of salesperson social media use in driving sales behaviors and performance outcomes has proliferated in the recent past, there are significant research gaps in the domain. Grounded in task-technology fit theory, this paper aims to propose a conceptual framework that integrates between previously disjointed areas of research and analyzes the relationships between salesperson social media use, brand awareness, creativity, manager empowerment and company performance. Design/methodology/approach Survey responses were collected from a multi-industry sample of 158 business-to-business salespeople. Structural relationships were tested using partial least squares structural equation modeling. Findings The analysis shows that salesperson social media use positively affects brand awareness. The relationship between social media and brand awareness is magnified with the increase in salesperson creativity. Findings also show that manager empowerment increases salesperson creativity. Finally, brand awareness positively affects company performance. Practical implications Sales organizations should focus on developing digital strategies, especially focusing on salesperson social media use to enhance company’s brand awareness, which in turn increases company performance. Moreover, sales managers should also follow empowering leader behaviors to enhance creativity. Originality/value The authors amalgamate salesperson social media use literature and branding literature by proposing salesperson social media use’s positive effects on brand awareness. This study also expands the knowledge by exploring the moderating effect of individual-level variables such as salesperson creativity on driving the effects of salesperson social media use.

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“…Osmonbekov et al (2023) investigated the impact of digitization benefits on reseller profitability, demonstrating that digital resources play a critical role in resellers’ sales force. Other studies on marketing efforts also consider the firms’ quality improvements (Ma et al , 2013), periodicity of pricing (Karray, 2013), corporate social responsibility (Phan et al , 2019) and artificial intelligence resources (Hall et al , 2022; Deng et al , 2023).…”

Section: Literature Review and Theoretical Backgroundmentioning

confidence: 99%

Research on operation mechanisms of shareholding supply chains considering retailers’ marketing efforts

Li,

He,

Shi

2024

JBIM

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Purpose Marketing is a hot topic, and the purpose of this study is to investigate how shareholding strategies can be applied to achieve strategic synergy between firms in vertical supply chains to improve retailers’ marketing efforts from a long-term perspective. Design/methodology/approach This study constructs Stackelberg models to analyze the operating mechanisms of shareholding supply chains under forward, backward and cross-shareholding strategies. The authors analyze the effects of shareholding on prices, marketing efforts and profits, and explore the strategic preferences and outcomes of different supply chain members. Findings Forward/backward shareholding plays the same role as cross/nonshareholding in supply chains because the effect of the retailer’s shareholding is offset by the power status of the manufacturer, and the retailer can still profit when wholesale prices are higher than selling prices in certain cases. A manufacturer’s shareholding in a retailer can benefit consumers and improve marketing efforts by reducing retailers’ marketing costs, while a retailer’s shareholding in a manufacturer has no such effect. None of all shareholding strategies can coordinate the interests of all members; however, an effective rebate policy can resolve this problem. Originality/value The results reveal the operational mechanism of shareholding supply chains and provide reference values for managers who want to improve marketing efforts and economic performance using a shareholding strategy.

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Understanding salesperson intention to use AI feedback and its influence on business-to-business sales outcomes

Cited by 19 publications

References 103 publications

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

Can salespeople use social media to enhance brand awareness and sales performance? The role of manager empowerment and creativity

Research on operation mechanisms of shareholding supply chains considering retailers’ marketing efforts

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