Social medias as communicational lever and transformational vector of sales workforce in the case of cooperatives: Case study of cooperatives in Beni Mellal – Khenifra

Abstract

In the digital era, more cooperatives are using social medias to promote their brands and to give a push to their sales workforce, but not only that. As part of their digital communication strategies, the policies developed and deployed on these platforms differ regarding the goals predetermined and followed by every entity. In this line of thought, each platform is particular in terms of its conception and its audience that can be targeted by cooperatives using different messages in each one. Although cooperatives have advanced significantly in the universe of marketing and have acquired a strategic positioning in recent years, scientific and empirical works, and papers, are yet to be published because there are none, especially in terms of analyzing the correlations that may exist between social networks and the performance of cooperatives workforce. This is the reason why we conducted this research. By conducting semi-structured interviews with cooperatives established in the region “Beni Mellal – Khenifra”, we sought to mobilize empirical knowledge on the matter. At the intersection of communicational and commercial strategy, to be deployed by the cooperatives in this context, their sales workforces can no longer do without the ultimate use of social medias. We found that this use has a significant impact on the performance of the cooperatives’ sales workforces and can be used as a communicational and commercial tool to achieve different objectives.

Keywords : Cooperatives – Digital Marketing – Sales workforces – BENI MELLAL - KHÉNIFRA

Classification JEL : M31

Paper type : Empirical Research