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<p>The proliferation of social media has begun to reshape the traditional dynamics of sales processes, an assumption central to contemporary research in this domain. This transformation has prompted an investigation into the relationship between social media use and firm performance, a pivotal query within the landscape of empirical theoretical models in sales research. Despite an abundance of related publications, a clear consensus on the catalyzers (inducers) and deterrents (inhibitors) influencing outcomes in salesperson social media use remains elusive. Bridging this knowledge gap, the present research undertakes a comprehensive meta-analysis of 1,391 effect sizes distilled from 49 related studies. Our research scrutinizes the antecedents, consequences, and moderating factors associated with salesperson social media use, thereby contributing both conceptually and empirically to the understanding of social media use in&#xa0;sales. Our findings&#xa0;indicate that both&#xa0;training and support&#xa0;as well as customer orientation&#xa0;are significant firm-related antecedents to social media use in sales. However, the impact of the former was found to be stronger than the latter. Furthermore, our research advises prudent judgment when employing social media for building relationships with clients. Even though a salesperson’s market knowledge can stimulate social media use and consequently enhance firm performance, our research posits that adaptive selling possesses the potential to facilitate this relationship more significantly. Lastly, our research enriches the social media and&#xa0;sales literature by illuminating the impact of dominant business models and the employment of customer relationship management (CRM), showing that strategies prevalent in business-to-consumer (B2C) contexts and the integration of CRM tend to amplify the positive effects of social media use on firm performance.</p>

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Antecedents and consequences of social media use in sales: a meta-analysis

  • 期刊论文

  • 发表日期：

    2025年1月30日

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  • Wagner Junior Ladeira,
  • Fernando de Oliveira Santini,
  • Weng Marc Lim,
  • Tareq Rasul,
  • Shahriar Akter,
  • Raouf Ahmad Rather,
  • Mohd Azhar

摘要

The proliferation of social media has begun to reshape the traditional dynamics of sales processes, an assumption central to contemporary research in this domain. This transformation has prompted an investigation into the relationship between social media use and firm performance, a pivotal query within the landscape of empirical theoretical models in sales research. Despite an abundance of related publications, a clear consensus on the catalyzers (inducers) and deterrents (inhibitors) influencing outcomes in salesperson social media use remains elusive. Bridging this knowledge gap, the present research undertakes a comprehensive meta-analysis of 1,391 effect sizes distilled from 49 related studies. Our research scrutinizes the antecedents, consequences, and moderating factors associated with salesperson social media use, thereby contributing both conceptually and empirically to the understanding of social media use in sales. Our findings indicate that both training and support as well as customer orientation are significant firm-related antecedents to social media use in sales. However, the impact of the former was found to be stronger than the latter. Furthermore, our research advises prudent judgment when employing social media for building relationships with clients. Even though a salesperson’s market knowledge can stimulate social media use and consequently enhance firm performance, our research posits that adaptive selling possesses the potential to facilitate this relationship more significantly. Lastly, our research enriches the social media and sales literature by illuminating the impact of dominant business models and the employment of customer relationship management (CRM), showing that strategies prevalent in business-to-consumer (B2C) contexts and the integration of CRM tend to amplify the positive effects of social media use on firm performance.