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A conceptual framework for understanding the antecedents and consequences of social selling: a theoretical perspective and research agenda

Barbara Barney-McNamara (Ferris State University College of Business, Big Rapids, Michigan, USA)
James Peltier (Department of Marketing, College of Business and Economics, University of Wisconsin-Whitewater, Whitewater, Wisconsin, USA)
Pavan Rao Chennamaneni (Department of Marketing, College of Business and Economics, University of Wisconsin-Whitewater, Whitewater, Wisconsin, USA)
Keith Eric Niedermeier (Kelley School of Business, Indiana University, Indianapolis, Indiana, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 7 December 2020

Issue publication date: 19 May 2021

2826

Abstract

Purpose

The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales researchers. Rather than merely a new tool, social selling redefines the traditional sales process. However, the literature is spread across topics of social media and sales, social customer relationship management, salesforce automation and social selling, and does not provide an agreed-upon definition or tested construct for implementation.

Design/methodology/approach

The paper presents a comprehensive literature review of social selling and all related terminology.

Findings

The authors propose a social selling framework that includes personal branding, information exchange, networking and social listening to define and outline the construct while suggesting the antecedents and outcomes to guide future research. Findings from a literature review include outlining key theories used in social selling research.

Originality/value

This review offers a conceptual framework of social selling, including both antecedents and outcomes, to inform future research and guide academics and practitioners.

Keywords

Citation

Barney-McNamara, B., Peltier, J., Chennamaneni, P.R. and Niedermeier, K.E. (2021), "A conceptual framework for understanding the antecedents and consequences of social selling: a theoretical perspective and research agenda", Journal of Research in Interactive Marketing, Vol. 15 No. 1, pp. 147-178. https://doi.org/10.1108/JRIM-05-2020-0108

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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