Measuring B2B social selling: Key activities, antecedents and performance outcomes

For your marketing

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.

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.

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.

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.

Research sources

Study metadata and reported results were cross-checked against a direct publisher-page retrieval; detailed full-text methods were not reviewed.