Salesforce Social Media Use, Adaptive Selling Behaviour and Consumer Outcomes in Consumer Electronics: An Emerging Market Perspective
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Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Routledge
Abstract
The study aims to fill literature gaps in the use of adaptive selling on
social media platforms by observing consumer and sales force beha vior in the consumer electronic market. The study’s main objectives
are framed to answer the following questions: How does adaptive
selling influence consumer outcomes in consumer electronics? What
are the effects of social media on consumer outcomes through
adaptive selling? The unit of analysis was individual consumers who
use consumer electronics, retailers’ services and products offered
through salespeople. The sample size of 400 consumers of electronic
products was reached via electronic surveys. The questionnaire was
adapted from literature to satisfy the quantitative nature of the study.
This study found adaptive selling behavior of salespeople to be
positively significant in predicting consumer outcomes. The out comes of the study give statistical proof that social media use in
sales has a positive impact on adaptive selling habits. The study also
revealed a significant positive impact of consumer satisfaction on
customer loyalty; this relationship is identified as critical in the con sumer electronics retail market. This study is unique because it
widens the understanding of social media use among salespeople
in emerging markets.
Description
Research Article
Keywords
Salesforce, Social media, Adaptive selling, Consumer outcomes, Consumer electronics, Emerging market
Citation
Mohammed Majeed, Seidu Alhassan, Charles Asare, Iddrisu Mohammed & Kwame Simpe Ofori (2023): Salesforce Social Media Use, Adaptive Selling Behaviour and Consumer Outcomes in Consumer Electronics: An Emerging Market Perspective, Journal of African Business, DOI: 10.1080/15228916.2023.2230415