Modelling factors of social media usage by B2B salespersons: an emerging market study


Prof. Ratan Kumar

Assistant Professor

Kumar, R., & Srivastava, V. (2022). Modelling factors of social media usage by B2B salespersons: an emerging market study. Journal of Business & Industrial Marketing.



The purpose of this study is to extend and contribute to the evolving phenomenon of social media
usage by business-to-business (B2B) salespersons. It draws on the interactional psychology model
and extended technology acceptance model to explore the said phenomenon.


A survey-based quantitative study was carried out. Responses were gathered through a selfadministered and structured questionnaire, from 218 B2B salespersons who were pooled in using purposive and snowball sampling. The final data set was subjected to partial least squares-based structural equation modelling using WarpPLS 7.0.


This study found that individual factors, namely, salesperson’s social media competence and sales capabilities; organizational factors, namely, organizational commitment and organizational competence; and social factors, namely, image, result demonstrability and subjective norms, contribute positively and significantly towards social media usage by B2B salespeople. The study also found that the impact of individual factors on intention to use social media was partially mediated by its perceived usefulness, while in the case of organizational and social factors, the impact was fully mediated by its perceived ease of use.

Research limitations/implications

This study provides a valuable addition to the existing literature on sales and social media; however,
the contextualization cannot be ignored.

Practical implications

This study enables firms to understand various factors affecting salespeople’ perception of social
media and to make them appreciate its usage in improving sales performance and customer


It is the first study that models the factors of salespeople’s usage of social media in their job at three
levels, namely, individual, organizational and social, and establishes the link between B2B
salespersons’ perceived usefulness of social media, sales capabilities, social media competence and
intention to use social media.

Link to Article: https://www.emerald.com/insight/content/doi/10.1108/JBIM-04-2021-0235/full/html

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