The use of social media in the B2B sales process: a meta synthesis
| Autor: | Graziela Perretto Rodrigues, Paulo Henrique Muller Prado, Adriana Roseli Wünsch Takahashi |
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| Rok vydání: | 2020 |
| Předmět: |
Meta synthesis
Sales process Knowledge management Relation (database) business.industry Meta-synthesis Social media Sales process Business-to-business media_common.quotation_subject 05 social sciences Meta-synthesis Hoon Business-to-business General Business Management and Accounting Education Social media Originality 0502 economics and business Value (economics) 050211 marketing business 050203 business & management media_common |
| Zdroj: | RAUSP Management Journal, Volume: 56, Issue: 1, Pages: 23-9, Published: 19 MAY 2021 |
| ISSN: | 2531-0488 |
| DOI: | 10.1108/rausp-02-2019-0024 |
| Popis: | Purpose The purpose of this study is to understand how business-to-business organizations use social media during the sales process. Design/methodology/approach The meta-synthesis steps methodology (Hoon, 2013) was applied. Findings This study presents a theoretical framework and contributes to improved understanding of how business can use social media in the sales process stages. The results allow identifying stages, discussing the integration between marketing and sales and generating benefits for the organization. Originality/value The proposed framework helps in understanding the previously performed fragmented studies. This study shows that social media use not only influences the sales process stages and increases the benefits to the business but also works as a mediator in the relation between sales process stages and identified benefits. |
| Databáze: | OpenAIRE |
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