What is it about?

This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and their interaction support salespeople in their value co-creation efforts through the mediating role of knowledge enriched by these tools. The results indicate a significant moderating effect of salesperson job autonomy and sales quota ease in enhancing the relationship between knowledge and value co-creation. The study concludes by discussing important implications that stem from our analyses.

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Why is it important?

• Social media, CRM technology & social CRM enrich the knowledge of salespeople. • Social media, CRM technology & social CRM support value co-creation efforts. • Knowledge mediates the effects of social media, CRM technology, and social CRM. • Job autonomy & sales quota ease moderate the effect of knowledge on value co-creation. • Value co-creation increases sales performance.

Perspectives

This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and their interaction support salespeople in their value co-creation efforts through the mediating role of knowledge enriched by these tools. The results indicate a significant moderating effect of salesperson job autonomy and sales quota ease in enhancing the relationship between knowledge and value co-creation. The study concludes by discussing important implications that stem from our analyses.

Dr Omar S. Itani
Univeristy of texas at arlington

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This page is a summary of: Complementary effects of CRM and social media on customer co-creation and sales performance in B2B firms: The role of salesperson self-determination needs, Information & Management, April 2022, Elsevier, DOI: 10.1016/j.im.2022.103621.
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