RETHINKING SOCIAL MEDIA'S POTENTIAL IN SELLING: HOW SOCIAL MEDIA LITERACY RELATES TO SALES PERFORMANCE

摘要

We found support for the positive effect of salespeople's social media literacy on the salespeople's sales performance. More specifically, the results showed that salespeoples's social media literacy increases salesperson value orientation, adaptiveness and proactiveness. While we did not find an association between value orientation and salespeople's sales performance, we find that salesperson adaptiveness and proactiveness increase salespeople's sales performance. We did not find support for a direct relationship between salespeople's social media literacy and sales performance. Our results suggest that, in general, the effect of salespeople's social media literacy on salespeople's sales performance is fully mediated by salesperson adaptiveness and proactiveness.