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

    Nunan, Daniel and Sibai, Olivier and Schivinski, Bruno and Christodoulides, George (2018) Reflections on “Social media: Influencing customer satisfaction in B2B sales” and a research agenda. Industrial Marketing Management 75 , pp. 31-36. ISSN 0019-8501.

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    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.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): Social media, B2B, Value creation, Sales
    School: School of Business, Economics & Informatics > Management
    Depositing User: George Christodoulides
    Date Deposited: 21 Mar 2018 13:50
    Last Modified: 10 Jun 2021 14:50
    URI: https://eprints.bbk.ac.uk/id/eprint/21788

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