What is it about?

Although research analyzing the consequences of salesperson social media use in driving sales behaviors and performance outcomes has proliferated in the recent past, there are significant research gaps in the domain. Grounded in task-technology fit theory, this paper aims to propose a conceptual framework that integrates between previously disjointed areas of research and analyzes the relationships between salesperson social media use, brand awareness, creativity, manager empowerment and company performance.

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Why is it important?

The authors amalgamate salesperson social media use literature and branding literature by proposing salesperson social media use’s positive effects on brand awareness. This study also expands the knowledge by exploring the moderating effect of individual-level variables such as salesperson creativity on driving the effects of salesperson social media use.


The analysis shows that salesperson social media use positively affects brand awareness. The relationship between social media and brand awareness is magnified with the increase in salesperson creativity. Findings also show that manager empowerment increases salesperson creativity. Finally, brand awareness positively affects company performance.

Dr Omar S. Itani
Univeristy of texas at arlington

Read the Original

This page is a summary of: Can salespeople use social media to enhance brand awareness and sales performance? The role of manager empowerment and creativity, Journal of Business and Industrial Marketing, February 2023, Emerald, DOI: 10.1108/jbim-01-2022-0056.
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