Advertising and promotion · Two empirical studies: measure development and validation/model testing. The activity-based social-selling construct has insight generation, connecting, and engaging dimensions; predictors include management social-media strategy/tools/content support, sales-technology orientation, and social influence; outcomes include thought leadership, acquisition performance, and sales performance.
Measuring B2B social selling: Key activities, antecedents and performance outcomes
Harri Terho, Marta Giovannetti, Silvio Cardinali (2022). Measuring B2B social selling: Key activities, antecedents and performance outcomes. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2021.12.016
Plain-English take
All three social-selling dimensions were supported. Thought leadership and acquisition performance mediated the sales-performance relationship; management support, sales-technology orientation, and social influence were important drivers.
How much weight to give this
2/5 Evidence needs cautious interpretation
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Two empirical studies: measure development and validation/model testing. The activity-based social-selling construct has insight generation, connecting, and engaging dimensions; predictors include management social-media strategy/tools/content support, sales-technology orientation, and social influence; outcomes include thought leadership, acquisition performance, and sales performance.
Salesperson data in two studies; the publisher page reports the study-1 measure-development and study-2 antecedents/outcomes designs, with nonresponse-bias checks.
Review the paper for comparison conditions and analysis.
Publisher record checked; detailed methods were not verified.
Double-blind? Blinding was not established from the publisher page.
Research question
What the authors investigated
What does measuring b2b social selling: key activities, antecedents and performance outcomes show about customer behavior or marketing outcomes?
Design
Two empirical studies: measure development and validation/model testing. The activity-based social-selling construct has insight generation, connecting, and engaging dimensions; predictors include management social-media strategy/tools/content support, sales-technology orientation, and social influence; outcomes include thought leadership, acquisition performance, and sales performance.
Sample and setting
Salesperson data in two studies; the publisher page reports the study-1 measure-development and study-2 antecedents/outcomes designs, with nonresponse-bias checks.
Reported result
What the study found
All three social-selling dimensions were supported. Thought leadership and acquisition performance mediated the sales-performance relationship; management support, sales-technology orientation, and social influence were important drivers.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
The article contains an author-stated limitations/future-research section; the publisher page does not expose enough of that section in the accessible abstract view to state additional limitations without inference. Full-text methods and correction history were not independently checked.
Possible founder application
Use this study as a bounded example related to measuring b2b social selling: key activities, antecedents and performance outcomes; evaluate whether its customers, intervention and outcome match your own context.
Evidence access
Publisher page; full-text availability varies and was not established.
Study metadata and reported results were cross-checked against a direct publisher-page retrieval; detailed full-text methods were not reviewed.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.