The use of social media by b2b salespeople to enhance social selling: Insights from a qualitative study

Résumé

The purpose of this study is about providing a deep understanding of how b2b salespeople use social media to develop social selling. The Task-technology fit theory (TTF) and the resource-based view provided the theoretical background for this study. A qualitative approach was used, aligned with thematic content analysis (TCA), was conducted to focus on the insights from the 10 participants interviewed, to understand their thoughts and experiences regarding the subject.

Our study reveals that the effectiveness of social selling varies across different business sectors. Thus, companies should focus on developing a strategy that promote the adoption of social selling among B2B salespeople. This is why, salespeople need to be trained in how to use social media to succeed in social selling.

The study will provide valuable insights for sales and marketing managers to enable them to create common programs that can help to achieve business sales. Social selling has been developed in the context of developed countries. No research has been interested in studying social selling in the Moroccan context.

Keywords: Sales, Social selling, Social media, Business-to-business, Salespeople.

Classification:

Paper type: Empirical research