The Impact of Social Media on Customer Satisfaction in B2B Sales

This report, based on the article "Social media: Influencing customer satisfaction in B2B sales," investigates the impact of social media on customer satisfaction within a business-to-business (B2B) sales context. The study explores how salespeople's use of social media influences their information communication behaviors, which in turn affects customer satisfaction and salesperson responsiveness. The research, conducted using salesperson-reported data and structural equation modeling, reveals that while social media use itself doesn't directly enhance customer satisfaction, it significantly impacts information communication, leading to improved responsiveness and satisfaction. The findings emphasize the importance of managers carefully assessing goals related to their sales force's social media use, as effective communication is key. The report highlights the shift in buyer-seller relationships, the value of two-way communication, and the need for salespeople to adapt to meet customer expectations. This study bridges a critical gap by providing empirical evidence on the factors and pathways that lead to customer satisfaction through social media implementation in B2B sales.

Social media: Influencing customer satisfaction in B2B sales
Raj Agnihotria,
⁎, Rebecca Dingusb, Michael Y. Huc, Michael T. Krushd
a The University of Texas at Arlington, 701 West Street, Arlington, TX 76019, United States
b Central Michigan University, 100 Smith Hall, Mt. Pleasant, MI 48859, United States
c Kent State University, 475 Terrace Drive, Kent, OH 44242, United States
d North Dakota State University, 316 Richard H. Barry Hall, 811 2nd Avenue, North, Fargo, ND 58108, United States
a b s t r a c ta r t i c l e i n f o
Article history:
Received 20 July 2013
Received in revised form 7 August 2014
Accepted 24 September 2014
Available online xxxx
Keywords:
Sales management
Salesperson social media use
Information communication
Customer satisfaction
Social media have changed how buyers and sellers interact, and increased involvement through social med
yield positive results for sales organizations if salespeople utilize it in facilitating their behaviors. Through th
spective of value creation, we test the mediating effects of salesperson information communication behavio
tween social media use and customer satisfaction. Using salesperson-reported data, within a B2B context, w
empirically test a model using structural equation modeling. Salesperson's use of social media is found to im
information communication behaviors, which enhance salesperson responsiveness and customer satisfactio
Also, salesperson responsiveness is found to have a positive relationship with customer satisfaction. Finding
gest that social media plays an important role in communicating information to customers, but as an antece
enhancing salesperson behaviors to increase customer satisfaction rather than a direct factor. This encoura
managers to carefully assess goals related to social media use of their sales force.
© 2015 Published by Elsevier Inc.
1. Introduction
Social media is changing our world. Through the advent of
smartphones and social media,accessibility of information is higher
than it ever has been before. Customers are frequently asked to “like”
companies on Facebook, to “follow” companies on Twitter, or to “con-
nect” via LinkedIn. As a result, customers are becoming better connected
to companies, more knowledgeable about product selections, and more
powerful in buyer-seller relationships.
In broad terms, incorporating the use of social media in customer in-
teractions is a logical progression for firms to expand communication
with their customers (Avlonitis & Panagopoulos, 2010). For instance,
trade-media encourage the use of social media (e.g. Wirthman, 2013)
for firms, suggesting that social media is important for business as it
aids in generating business exposure, increasing traffic, and providing
marketplace insight (Stelzner, 2012).
From a sales force perspective,Andzulis,Panagopoulos,and Rapp
(2012) assert that social media should be an integral part of a firm's rep-
ertoire, as it allows salespeople to engage customers and build social cap-
ital that would “encourage customers to interact, engage, and establish
relationships with them” (Agnihotri, Kothandaraman, Kashyap, & Singh,
2012, p. 341). For instance, blog posts can be positioned to create discus-
sion or debate as a means of listening to customers. Value propositions
can be demonstrated through success stories shared on Facebook.
Networks on LinkedIn can be used to build awareness and gain referrals
(Andzulis et al., 2012). In sum, active use of social media can help sales
people in their communication with customers (Agnihotri et al., 2012).
As such, we suggest two key downstream effects of social media with
in the sales domain. First, social media provides a means to communica
to customers in a manner that may plausibly enable greater salesperson
responsiveness. For instance, when consumer complaints are lodged on
a social networking site, 58% of consumers want a response; yet only
22% reportreceiving a response (RightNow Technologies,2010).
Hence, social media may provide one means to enable the salesperson
to communicate in a more responsive manner.
Second, social media may have implications on customer satisfaction
In general, with increased interactions and contact with firms, power is
shifting from seller to buyer (Prahalad & Ramaswamy, 2004). An increas
in buyer-seller collaboration and co-creation of knowledge and value
(Greenberg, 2010) has placed buyers on a more equal footing with selle
As such customers may hold higher expectation for these interactions
and engagements,such that firms and customer contact employees
must adapt (Hibbert, Winklhofer, & Temerak, 2012) or risk alienating
or losing their customer base. For instance, a Harris Interactive report
found that 82% of consumers have discontinued dealing with a compan
as a result of a negative experience (Right Now Technologies,2010).
Hence, social media may provide a means to better enable positive exp
riences that meet the expectations of the customer base.
Therefore, this paper considers the importance of social media in a
business-to-business (B2B) sales context. To build our theoretical foun-
dation, we consider what is already known about social media interac-
tions in a business-to-consumer (B2C) context and expand upon this
Industrial Marketing Management xxx (2015) xxx–xxx
⁎ Corresponding author. Tel.: [phone].
E-mail addresses: [e-mail] (R. Agnihotri),
[e-mail] (R. Dingus), [e-mail] (M.Y. Hu),
[e-mail] (M.T. Krush).
IMM-07259; No of Pages 9
http://dx.doi.org/10.1016/j.indmarman.2015.09.003
0019-8501/© 2015 Published by Elsevier Inc.
Contents lists available at ScienceDirect
Industrial Marketing Management
Please cite this article as: Agnihotri, R., et al., Social media: Influencing customer satisfaction in B2B sales, Industrial Marketing Manageme
(2015), http://dx.doi.org/10.1016/j.indmarman.2015.09.003

in the B2B realm. Broadly, we ask whether social media positively im-
pacts customer satisfaction within the B2B domain. Many papers call
for research in this area (e.g.,Trainor, 2012; Agnihotri et al.,2012;
Andzulis et al.,2012),but our examination of the literature did not
yield research in this area.
To consider the effects of social media on customer satisfaction, we
consider the sales relationship more holistically. The work of Agnihotri
et al. (2012) provides a framework for salesperson social media use, in-
vestigating how social media helps salespeople to maximize customer
value.Further, the literature notes that social media encompasses an
array of technology; and the use of technology often enables information
communication between the buyer and seller within the sales relation-
ship (Agnihotri, Rapp, & Trainor, 2009). Extending this research stream,
this article bridges the gap to better understand the links from
salespeople's social media as a means to express communication that en-
ables responsivenessand customer satisfaction,as perceived by
salespeople.
Hence, our research fulfills a specific research gap. To date, academic
research has yet to explore how customer satisfaction is affected by the
implementation of social media in B2B sales relationships. Further, we
have little understanding of the factors and the pathway which provide
a successful route for social media to deliver customer satisfaction. As
such, this paper's research objective is to build upon the information
communication literature and recent scholarly advances in the area of so-
cial media use within industrial selling, to develop and empirically test a
model relating salespeople's social media use to customer satisfaction. To
foreshadow the results, we find that salespeople using social media tech-
nology can enhance customer satisfaction; however, it is essential that
salespeople use social media as a means to effectively communicate in-
formation. This communication enables greater responsiveness and satis-
faction. The findings of this paper provide a springboard for additional
research, and the practical implications are many.
2. Theoretical background
2.1. Information communication between buyer and seller
To develop our conceptual model, we align with the literature on in-
formation communication within sales and business relationships with
the literature on sales technology. The first link in our conceptual model
relates information communication with customer satisfaction and in-
formation communication to salesperson responsiveness.
The literature surrounding relationship marketing emphasizes the
significance of communication between buyer and seller to solidify the
relationship within the exchange process (Morgan & Hunt, 1994). Com-
munication, as posited by relational marketing scholars, can be described
as the “information shared between exchange partners” (Palmatier,
Dant, Grewal, & Evans, 2006, p. 138). Specifically, in the industrial selling
context,researchers have highlighted the importance of information
communication by the salesperson as a key contributor to customers'
positive experiences. For example, Ahearne, Jelinek, and Jones (2007)
consider information communication as one of the behaviors that sales-
people can use to improve customer satisfaction and trust, even after a
purchase has been made. Similarly, Agnihotri et al. (2009) argue that
during the sales process, “information communication can provide not
only a ground for a winning proposition but also customer satisfaction”
(p. 481).
Jones, Brown, Zoltners, and Weitz (2005) acknowledge the heighten-
ing expectations of buyers. Buyers have an increasingly higher level of ex-
pectations for the salesperson to be alert and sensitive to the customers'
needs. Salespeople have a need to focus on providing vital information in
a quick and responsive manner, as industrial customers are often com-
pelled to make competent business decisions in a swift manner.
Customers utilize their market relationships (Anderson & Dubinsky,
2004) in a similar manner as salespersons to enable “an effective and ef-
ficient means of obtaining information” (Crosby, Evans, & Coles, 1990,
p. 77). The salesperson's level of information communication can pro-
vide the customer with a responsive source of knowledge that is often
required when purchasing a complex product or solution. Salespeople
providing this information may be able to yield greater response timeli-
ness and improve customer satisfaction. Hence, we suggest that a strong
basis exists to theoretically link information communication to both
customer satisfaction and to responsiveness.
2.2. Information technology
In a parallel stream that considers the influence of technology on in-
formation communication, marketing scholars argue that salespeople
should be aware of the emerging technology tools that can enable the
exchange process to become more efficient and effective (Marshall,
Moncrief, Rudd, & Lee, 2012; Rodriguez, Peterson, & Krishnan, 2012).
The literature (e.g., Hunter & Perreault, 2007) has supported the use of
sales technology within a sales force as it enhances the information
communication process.
In terms of technology pertinent to the sales field, extant research ac-
knowledges the evolution of customer relationship management (CRM)
and its shift to include social media as a way to increase relationships
with the term social CRM. Social CRM incorporates the use of the latest
technology (here, social media) as a way of going beyond the traditional
role of technology,such that it also raises customerinvolvement
(Trainor, 2012).
For our paper, we utilize the salesperson's use of social media as the
precursor to information technology. The use of social media as defined
by Agnihotri et al. (2012) is described as “any socialinteraction-
enhancing technology that can be deployed by sales professionals to
generate content (e.g., blogs, microblogs, wikis) and develop networks
(e.g., social networks, online communities)” (p. 334). Aligning our de-
scription with the sales technology literature, in a broad sense, “sales-
person social media use” can be defined as a salesperson's utilization
and integration of social media technology to perform his or her job
(Ahearne, Jelinek, & Rapp, 2005; Rapp, Agnihotri, & Forbes, 2008). In
this sense, social media operates as a technology that the sales force
can use to build networks and better communicate information.
Social media introduces a ‘new avenue’ for two-way communication
and creates ‘possibilities’ for more positive interactions between buyers
and sellers if used properly. By extending sales interactions in a way
that welcomes two-way communication, non-selling activities and re-
lationship components such as prospecting and after-sales follow-ups
are encouraged through the use of social media. This makes it easier
for potential customers to ask questions or express needs while also
making it more natural for salespeople to uncover additional selling op-
portunities, track customer activity, and communicate success stories
(Andzulis et al., 2012).
The literature also highlights the importance of the link between the
salesperson's use of social media and information communication. The
literature has argued that the use of technology within the sales force
“represents only a necessary,but not sufficient,criterion for perfor-
mance”and “it is important to note that the mediating role of the man-
ner of use is equally vital” (Sundaram, Schwarz, Jones, & Chin, 2007,
p. 104). For instance, Hunter and Perreault (2007) posit that sharing
market knowledge will mediate the impact of sales technology and per-
formance outcomes. Conclusively, one must be mindful of salesperson
behaviors and other goals of social media interactions when examining
customer satisfaction.
Information communication is one of the key behaviors that must be
maintained in order for customers to be satisfied. Jones et al. (2005) ac-
knowledge this issue of heightening expectations of buyers, growing
amounts of information that salespeople have, and the difficulty that
salespeople may experience when trying to focus on providing vital in-
formation. Salespeople providing this information can extend relation-
ships and improve customer satisfaction. Customers have a high level
2 R. Agnihotri et al. / Industrial Marketing Management xxx (2015) xxx–xxx
Please cite this article as: Agnihotri, R., et al., Social media: Influencing customer satisfaction in B2B sales, Industrial Marketing Managemen
(2015), http://dx.doi.org/10.1016/j.indmarman.2015.09.003

of expectation for responses, so we expect response timeliness to be es-
sential when securing customer satisfaction.
3. Model development
In this article we build on the existing work regarding salespeople's
social media use, with consideration of information communication, to
identify the impact on salesperson-perceived value (i.e., customer satis-
faction) and customer-perceived value (i.e,salesperson responsive-
ness). We focus specifically on (1) the influence of salesperson's social
media usage on salesperson information communication, (2) the medi-
ating role of information communication between social media use and
customer satisfaction, and (3) the impact that salesperson responsive-
ness has on customer satisfaction.
The proposed model, shown in Fig. 1, provides a set of hypothesized
relationships. Specifically, the model proposes that a salesperson's use
of social media will have a positive effect on information communica-
tion, which will, in turn, lead to improved customer satisfaction with
the salesperson.Also, we propose that information communication
will be positively related to responsiveness, which impacts customer
satisfaction. In the following sections, hypotheses are developed to por-
tray the suggested relationships among constructs.
3.1. Social media use and information communication
Our first hypothesis posits a relationship between the use of social
media and information communication. Agnihotri et al. (2009) demon-
strate that using sales technology has a positive effect on information
communication ability. Information communication is a critical behavior
where “salespeople provide customers with product-relevant informa-
tion in a timely, clear and concise manner and tailor their presentations
to fit customers' needs” (p. 478).
Similarly, Ahearne et al. (2007) define information communication
as “regularly relaying product information to the customer in a clear
and concise manner,” emphasizing that this communication must con-
tinue through the entire sales process (p. 605). As the newest type of
communication used in sales relationships, social media extends the
ability to which salespeople can serve their buyers.Andzulis et al.
(2012) provide a comprehensive listing of socialmedia's potential
roles in the sales process. To name a few, companies can gather knowl-
edge through field-specific LinkedIn groups,establish credibility by
building the brand across networks, present information through videos
posted to a YouTube channel, or use Facebook pages to drive clients to
sales channels.
The communication between salespeople and their customers re-
mains a vital aspect of buyer-seller relationships (Dwyer, Schurr, & Oh,
1987). Over the years, however, increased use of technology has chang
how information is shared. As both sides of sales relationships—buyers
and sellers alike—are filled by younger generations, the impact, expecta
tion, and use of social media is becoming much more prominent
(Marshall et al., 2012).
One of the most important aspects of the sales process is a
salesperson's ability to effectively communicate information.Even if
salespeople have the correct and necessary knowledge, customers will
not be satisfied with their interaction if the information is not commu-
nicated accurately or clearly. With a wide variety of communication op-
tions and constant availability, social media offers great possibilities for
salespeople to enhance their overall information communication with
customers.We expect that,if salespeople integrate the use of social
media into their work routine, the convenience of this medium provides
an environment where salespeople will value information exchange
with their buyers. Given this, we expect that a salesperson's use of socia
media will be beneficial to communications.
Hypothesis 1.A salesperson's use of social media will positively influ-
ence information communication.
3.2 Customer satisfaction
Despite the acceptance of social media as a business topic and the
long history of research on customer satisfaction, a relationship linking
salesperson social media use and customer satisfaction has not yet bee
empirically tested in the literature. Our model hypothesizes that
Fig. 1. Conceptual model.
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Please cite this article as: Agnihotri, R., et al., Social media: Influencing customer satisfaction in B2B sales, Industrial Marketing Manageme
(2015), http://dx.doi.org/10.1016/j.indmarman.2015.09.003

information communication plays a linking role between these two
constructs. Customer satisfaction is essential for consideration because
it refers to the “final satisfaction” for a customer (Grewal & Sharma,
1991, p. 14) and is being influenced throughout the entire sales process,
from pre-purchase product expectations to post-purchase resolution of
complaints. At each of these stages, customer satisfaction depends on
the confirmation of expectations (Eggart & Ulaga, 2002). Since social
media is continuously available to link buyers and sellers, the interac-
tions occurring through this technology are likely to influence a
salesperson's communication with customers.Thus,it is imperative
that precise information is relayed through the most appropriate mech-
anism. To accomplish this, salespeople must be able to communicate
new information and to correctly judge what information will be most
useful to the customer.
The role of information communication between salesperson exper-
tise and customer satisfaction has previously been established in the lit-
erature by Agnihotri et al. (2009). Their study considers salesperson
knowledge and use of technology, and posits the rationale that, given
a high amount of salesperson expertise and technology utilization, cus-
tomer satisfaction depends on information communication. Buyers rely
on salespeople to communicate information that is both accurate and
relevant, which then becomes the primary basis for their satisfaction.
While Agnihotri et al. (2009) have already established that salespeople's
information communication has a positive effect on customer satisfac-
tion, we aim to replicate this proposition given its role between social
media use and customer satisfaction in our model.
Hypothesis 2. A salesperson's information communication will posi-
tively influence customers' satisfaction with the salesperson.
3.3 Salesperson responsiveness
Ahearne et al. (2007) link responsiveness with reliability, by identify-
ing salespeople who are “promptly returning phone calls, following up on
commitments,fulfilling customer requests,and remaining available
when needed” (p. 605). However, for salespeople to get the opportunities
where customers are asking questions and supplying requests, informa-
tion communication practices need to be in place. Marketing scholars
argue that although information sharing is critical to the success of mar-
keting channels' relationships, “it is not an end in itself”; instead, “it pro-
vides a tool to be used to deliver enhanced value to customers” (Stank,
Daugherty, & Ellinger, 1996, p. 43). Moreover, Stank et al. (1996) posit
that information communication will not only have a positive impact on
a service provider's performance as perceived by the customer, but it
will also have a positive influence on a service provider's responsiveness.
With the availability of social media, sales organizations are able to
use “pull” strategies (Rodriguez et al., 2012) such that information is
often requested by customers and prospects through online conversa-
tions. Social media creates a new way for customers to connect with
the sales force and allows for conversations with useful content. Use
of social media for transaction-specific information communication
paves the way for customers to be more in-touch with their salespeople.
Salespeople who perform information communication behaviors will
feel vested and will act efficiently in responding to customers' requests.
With increased communication comes a sense of connection where
buyers feelencouraged to ask questions or make specialrequests.
When they do, they expectthat salespeople will provide prompt
support.
Hypothesis 3. A salesperson's information communication will posi-
tively influence responsiveness.
Customers' happiness often results from interactions with their sales-
people. If the salesperson's behaviors are aligned with the buyer's expec-
tations, the buyer is likely to be more satisfied. For instance, a responsive
salesperson provides swift replies and answers to customers' needs. The
literature notes that resolving customer issues,reacting to emerging
needs, and bringing to completion commitments enable greater customer
satisfaction (Sharma, 1997). Customers expect responses from their sales
people when contact is initiated. If buyers feel that a salesperson is too
busy for them, they may consider other options.
The impact of responsiveness on customer satisfaction is consistent-
ly found in a range of sales contexts. For instance, the study of a retail
(B2C) store environment by Naylor and Frank (2000) found that con-
sumers have much higher perceptions of salespeople when they are
more responsive. Similarly, responsiveness is considered a critical ele-
ment of service performance and leads to satisfaction (Amyx &
Bhuian, 2009); also, responsiveness serves as a critical salesperson ser-
vice behaviors that impact satisfaction (Ahearne et al., 2007). In sum-
mary, a salesperson's responsiveness appears to be a crucial driver of
customer satisfaction. As such, we purport a positive relationship be-
tween responsiveness and customer satisfaction.
Hypothesis 4.A salesperson's responsiveness to customers will posi-
tively influence customers' satisfaction with the salesperson.
4 Methods
4.1 Data sample
The sample was drawn from a large group of sales professionals in-
volved in B2B industrial selling. We drew a list of companies and sales-
people connected to a reputable sales center in a mid-size state
university. Apart from undergraduate sales education, this sales center
offers coaching and training programs for industrial sales professionals
and, therefore, maintains a database of salespeople. An e-mail contain-
ing a link to the survey was sent to 1238 sales professionals, of whom
149 responded (12% response rate).Of the 149 responses,111 re-
sponses were complete and usable.Sales professionals were made
aware that the research was being conducted for scholarly purposes.
The survey respondents represented a large range of diverse companies
and industries (please see Table 1 for sample characteristics).
4.2 Measures
For the current study,we utilized previously validated measures
from the literature.All scales used a five-point Likert format,where
the anchor of 1 indicates “strongly disagree” and 5 indicates “strongly
agree,” and were adapted from the literature (see Appendix A).
Social media use was self-assessed by each sales representative. We
acknowledge that responding salespeople will have varied approaches
to social media,so we allow them to respond relative to their own,
self-interpreted use of social media. Respondents were told to consider
the use of social media as their utilization of commonly available social
media platforms (e.g., Facebook, Twitter, LinkedIn, YouTube, and Chat-
ter). Each sales professional's use of social media on the job was mea-
sured based on a three-item scale (e.g.,I am using allcapabilities of
social media in the best fashion to help me on the job).Given that the
sales literature does not offer any valid scales for social media use,
scale items were adapted in part from the technology usage scale of
Agnihotri et al. (2009) and demonstrated high reliability (α = .86).
Information communication was operationalized as communication
of applicable and appropriate information (e.g., I always present informa-
tion to the customer in a clear and concise manner). A salesperson's com-
munication of information about the product was assessed using a
three-item scale (α = .75) from Ahearne, Gruen, and Jarvis (1999). Cus-
tomer satisfaction was assessed using a three-item scale (e.g., Overall, I
feel that my customers are satisfied with my performance) with strong re-
liability (α = .85) that captured salespeople's perception ofhow
pleased their customers are (James, Demaree, & Wolf, 1984). Respon-
siveness was measured by a three-item scale (e.g., I am never too busy
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Please cite this article as: Agnihotri, R., et al., Social media: Influencing customer satisfaction in B2B sales, Industrial Marketing Managemen
(2015), http://dx.doi.org/10.1016/j.indmarman.2015.09.003

to respond to special requests) adapted from Ahearne et al. (2007) (α =
.72).
To reduce the potential for other variables to impact information
communication and customer satisfaction, we controlled for five vari-
ables pertaining to the individual, such as age, education, and sales ex-
perience; and two variables pertaining to the organization, including
firm size and industry.1 Control variables have been introduced into
the model to reduce variability in the model's dependent measures. As
a result, the sample becomes more homogeneous, which leads to great-
er precision in estimation. Our decision to include these control vari-
ables within the framework of performance is based on the previous
sales literature (Churchill,Ford, Hartley, & Walker, 1985; Dwyer,
Orlando, & Shepherd, 1998). Additionally, researchers have also argued
the impact of such personal factors on salesperson behavioral outcomes
(Yilmaz & Hunt, 2001). Therefore, we also control the effects of these
variables on information communication behaviors.
5 Analysis and results
After compiling the data, nonresponse bias was tested using a t-test to
examine differences between early and late respondents on all of the
measures. Respondents who responded after the initial message were
termed ‘early,’ while those who responded after receiving a second mes-
sage were termed ‘late’respondents (Green,Inman,Brown, & Willis,
2005). The results of the tests are not statistically significant, thereby sug-
gesting that nonresponse bias is not an issue with our data (Armstrong &
Overton, 1977). Multiple preliminary tests were conducted to ensure that
the constructs had acceptable psychometric properties. An exploratory
factor analysis suggested that individual items representing the latent
constructs were loaded appropriately and no cross-loadings were pres-
ent. The reliability statistic, Cronbach's alpha (α), of each latent variable
and correlations among allvariables in the modelwere examined.
Model fit for the measurement model was good (χ2 = 63.724 (48),
p b 0.1; CFI = 0.98; NNFI = .97; RMSEA = 0.05). Results suggest the sig
nificance of all factor loadings (p b 0.05) and the acceptance of composi
reliabilities (greater than the 0.60 benchmark) (Bagozzi & Yi,1988;
Nunnally, 1978).
We also calculated the average variance extracted (AVE). All of the
constructs, with the exception of the information communication con-
struct,met the 0.50 level recommended for all scales (Bagozzi & Yi,
1988). However, considering the information communication construct
is an established construct in the literature (Agnihotri et al., 2009), our
concerns were mitigated. Following the Fornell and Larcker (1981) ap-
proach,the AVE from each construct pair was compared with their
squared factor inter-correlations. The AVE for each of the related factors
was at least two times the squared factor-correlation, providing further
evidence of discriminant validity. The descriptive statistics and correla-
tions among the latent constructs are reported in Table 2 along with
construct reliabilities.
Since the data was collected from one source only—salespeople—we
follow procedures to address the concerns of common method bias.
Since more than 90% of respondents received an undergraduate or
higher degree, our approach is aligned with literature promoting the
utilization of highly educated respondents in order to mitigate common
method variance (CMV) risks (Rindfleisch, Malter, Ganesan, &
Moorman, 2008). We also included a common method factor into the
structural equation model. In this approach, we incorporated a factor
in which all of the indicators within the model loaded on the factor as
well as their respective variable.
To examine the hypothesized relationships, we employed Structural
Equation Modeling (SEM) using EQS.Researchers support the use
of SEM over hierarchical regression technique, considering its useful-
ness in avoiding measurementerror complications and detecting
misspecifications in a hypothesized model (Raykov,2000). The full
structural model was derived from proposed hypotheses.Structural
model fit was within acceptable limits (χ2 = 142.63 (99), p b 0.01;
CFI = 0.99; RMSEA = 0.06). We found support for all of the hypotheses.
The effect of the salesperson's social media use (H1: β = 0.26, p b 0.05)
demonstrated significant positive relationships with information com-
munication. The linear relationship between information communica-
tion and responsiveness was also significant (H2: β = 0.50, p b 0.05).
The links from information communication to customer satisfaction
was supported (H3: β = 0.57, p b 0.05), as well as the relationship be-
tween responsiveness and satisfaction (H4:β = 0.34, p b 0.05)
(Table 3).
5.1 Mediation tests
Our goal was also to understand the mediating role of information
communication for the socialmedia-responsiveness and the social
media-customer satisfaction relationships. We utilized the method illus-
trated in Crossley, Bennett, Jex, and Burnfield (2007). As such, we con-
ducted two additional analyses (Table 4). For each of the two additional
models,we incorporated a single path (e.g.a direct path from social
media to responsiveness, and a direct path from social media to custom
satisfaction). Then, we compared each new model with our base model.
The base model included the structural model, including that of their la-
tent factors, control variables and common method factor. The results d
not reflect that either additional path produced greater model fit, nor wa
the direct path coefficient between social media and the outcome signif
icant. Hence, the findings seemingly suggest full mediation.
6 Discussion
The findings of the present article begin to address the call for empir
ical sales research focusing on social media. The proposed model pro-
vides statistical support using salesperson-reported data to show that
Table 1
Sample characteristics.
B2B industrial sector representation (frequency)
Service 53
Technology 14
Financial 13
Basic materials 10
Retail 8
Healthcare 5
Consumer goods 4
Manufacturing 3
Wholesale 1
Respondent demographics (percentages)
Age range
20–25 years 7.2%
26–30 years 10.8
31–35 years 13.5
36–40 years 11.7
41–45 years 9.0
46–50 years 9.8
51 years and over 27.9
Experience
1 to 5 years 17.1%
6 to 10 years 16.2
11 to 15 years 18.0
16 to 20 years 16.2
21 to 25 years 11.7
26 and above 20.7
Highest education level attained
High school graduate 2.7%
Associate degree 5.4
Bachelor degree 53.2
Master degree 34.2
Doctoral degree 4.5
Total number of respondents 111
1 We thank an anonymous reviewer for this recommendation.
5R. Agnihotri et al. / Industrial Marketing Management xxx (2015) xxx–xxx
Please cite this article as: Agnihotri, R., et al., Social media: Influencing customer satisfaction in B2B sales, Industrial Marketing Manageme
(2015), http://dx.doi.org/10.1016/j.indmarman.2015.09.003

the effects of social media use by salespeople influence customer satis-
faction, to the extent that salespeople adequately communicate infor-
mation that is important to the customer. Customers value this extra
medium through which they can contact salespeople. The data also sup-
ports the positive relationship between responsiveness and customer
satisfaction suggesting that customers appreciate timely responses
from salespeople. In the remaining discussion, we will outline the theo-
retical as well as managerial implications of the findings. In doing so, we
will further consider the practical role of salesperson social media use as
a positive influencer in a B2B sales context.
6.1 Theoretical implications
The current study makes a number of contributions to the industrial
sales literature and offers theoretical implications. First, findings suggest
that a salesperson's use of social media enhances the salesperson's over-
all information communication (i.e., new and useful information, objec-
tive comparisons,and information that is presented in a clear and
concise manner). The value of information communication is important
in explaining the significance of social media. Our research further vali-
dates that information communication serves as a critical salesperson
behavior in business markets (Reid, Pullins, & Plank, 2002) and
reaffirms that it serves as a means to derive the investment made in so-
cial media. In sum, our research reflects the value of information com-
munication for the successful utilization of social media.
In a related manner, the results demonstrate the fully mediating ef-
fect of information communication in the relationship between social
media use and customer satisfaction.Thus, the mere use of social
media does not alone ensure the salesperson a means of enhancing cus-
tomer satisfaction. To attain the value of social media, it requires that
the salesperson use social media to relay critical information and knowl-
edge that is important to the customer. As such, our research responds
to calls by researchers to empirically examine the use of social media
within B2B contexts (Rapp, Beitelspacher, Grewal, & Hughes, 2013).
We also find that a salesperson's use of social media positively im-
pacts information communication, which in turn encourages salesper-
son responsiveness.While conversations over social media may not
replace in-person interactions,bringing socialmedia into a buyer-
seller relationship does appear to be beneficial. Our findings cement re-
cent theoretical assessments offered by researchers who argue that so-
cial media encourages awareness and conversation while indirectly
adding a sense of immediacy to conversations and requests in a “pull”
environment (Rodriguez et al., 2012).
Finally, our research responds to calls regarding the need for empirical
research to examine the role of social media within the industrial selling
process. Most of the existing research in this domain has been conceptual
in nature. For example, Andzulis et al. (2012) offered the theoretical argu-
ments in favor of social media's role in the sales process and urged fellow
scholars to offer empirical evidences. Other conceptual frameworks relat-
ing salesperson social media use to value creation (Agnihotri et al., 2012)
or qualitative work (Marshall et al., 2012) uncovering relevant themes re-
lated to social media technology and sales enhances our understanding of
social media use but lack empirical support. Notably, just a handful of em-
pirical pieces have found publication in this domain and thus, the current
study offers critical implications by offering support, in part, to the theo-
retical propositions posited by the researchers.
6.2 Managerial implications
The majority of industrial buyers across the globe considers their
sales contact as a business partner and anticipates quality advice
about products or services from their sales representative (Thomas,
Mitchell, & Del Rossa, 2007). Additionally, a sales contact is perceived
as the second best information resource (Internet tops the chart) in
Table 2
Descriptive statistics and intercorrelations.
Mean SD Cronbach's alpha Composite reliability AVE 1 2 3 4
1. Social media use 2.89 0.99 0.89 0.86 0.67 –
2. Info. communication 4.29 0.54 0.65 0.71 0.45 .22⁎ –
3. Responsiveness 4.35 0.60 0.74 0.75 0.50 .12 .35⁎⁎ –
4. Customer satisfaction 4.48 0.51 0.85 0.86 0.67 .11 .54⁎⁎ .51⁎⁎ –
⁎ Significant at the 0.05 level (2-tailed).
⁎⁎ Significant at the 0.01 level (2-tailed).
Table 3
Results of hypothesized model.
Hypothesis Independent variable Dependent variable Standardized coefficient t-Value Finding
H1 Social media Information communication 0.257 2.538* Supported
H2 Information communication Responsiveness 0.493 3.610* Supported
H3 Information communication Customer satisfaction 0.570 5.008* Supported
H4 Responsiveness Customer satisfaction 0.343 3.001* Supported
Control variables
Customer satisfaction Information communication
Age −.013 (−.179) −.130 (−1.392)
Education .081 (1.092) −.214 (−2.238)
Experience .082 (1.087) .259 (2.752)
Industry .007 (.098) −.040 (−.425)
Firm Size −.079 (−1.086) −.099 (−1.058)
Standardized coefficients with t-values in parentheses
Overall model fit statistics
χ2 143.634**
NNFI 0.98
df 99
CFI 0.99
RMSEA .06 (.04, .08)
Note: Level of significance: *p b .05; ** p b .01.
6 R. Agnihotri et al. / Industrial Marketing Management xxx (2015) xxx–xxx
Please cite this article as: Agnihotri, R., et al., Social media: Influencing customer satisfaction in B2B sales, Industrial Marketing Managemen
(2015), http://dx.doi.org/10.1016/j.indmarman.2015.09.003

the organizational decision making process, with a caveat that one third
of industrial buyers report “lack of support” from their salespeople
(Thomas et al., 2007). With such issues standing at large, the current re-
search, offers some critical implications for sales managers.
Recent research (e.g., Agnihotri et al., 2012) provides practical advice
that in order for a social media strategy to be successful, clear goals should
be set to guide the processes of information sharing, gathering informa-
tion about competitors, and monitoring performance. Given the findings
of this study, it is apparent that this advice must be followed to maximize
customer satisfaction through the use of socialmedia.Management
should define the goal information to be communicated through social
media and expectations of how salespeople should interact across social
media. From the beginning of social media planning, firms should also
consider how they want their customers to interact with the sales force.
While, to the best of our knowledge, no academic research has yet
established what an adequate timeframe for salesperson responses
should be in the B2B context, a 2010 study by Right Now Technologies
measured consumer's expectations for response timeliness in B2C social
media communications. They found that, of the 58% of consumers who
expect a company to respond to their post on a social networking site
(specifically, Facebook or Twitter), 42% expect a response within one
day; 39% expect a response within one week; 7% expect a response
within 1 h; and 2% expect a response within 1 min.
The present article's findings that using social media can indirectly im-
pact the responsiveness, and responsiveness is positively related to cus-
tomer satisfaction,indicate that customers at the B2B level will feel
similarly to those at the B2C level. Essentially salespeople need to be avail-
able, and available often, to their customers. But, since a salesperson's so-
cial media use is not directly influential on customer satisfaction, firms
need to evaluate whether they want to expend the resources, committing
their sales force's time and effort to use social media as part of their job
and, if so, how much. The 2012 Social Media Marketing Industry Report
found that “the majority of marketers (59%) are using social media for
6 h or more each week” (Stelzner, 2012, p. 5).
As these new social media duties will take away from time spent on
other work objectives, potential timeframes should be given to assist
salespeople in delegating adequate time using social media. Similarly,
guidelines should be provided regarding how information should be
communicated. Within the firm, all employees should have a shared un-
derstanding of what information and types of interactions are appropri-
ate for social media use—keeping in mind that content posted to social
media is generally publicly available—and what information should be
addressed through a different channel.
In order to assess the effectiveness of the sales force's social media
use, as well as to not waste resources, firms need to develop a way to
measure the outcomes of socialmedia use so they can assure that
their goals are being met and that the use of social media is advanta-
geous. The findings of this article indicate that social media use will in-
directly impact customer satisfaction, as the link will be mediated by
information communication. Therefore, the firm must assess the cost
of this increased satisfaction,since the benefit is derived from the
salesperson's behaviors of information communication and responsive-
ness rather than directly from social media.
Essentially, managers must be sure to lay clear expectations for a so-
cial media presence. While we did not find that using social media di-
rectly increases a salesperson's customer satisfaction, it is possible that
customers have some expectation for social media to be a utilized com-
munication channel. This expectation may become even greater in the
future, as young buyers and sellers age and carry with them an expecta
tion for social media use. Further research is absolutely essential in this
area, as this paper is the first to empirically suggest that the expectatio
for a firm's social presence in B2B relationships depends on the behav-
ioral mechanisms employed by salespeople; in fact, it is possible that
social media may not be very different from other methods of commu-
nication,and each may be only as influential as the behaviors of the
salesperson using it.
6.3 Limitations and future research
While we feel comfortable that the findings reported here are valid,
there are several limitations to our study that may affect reliability of
the results.First,all measures were self-reported by the salesperson.
While a dyadic sample would be preferable, sample accessibility was
constrained to only sellers. Given the method of self-reported measures
in this study, each salesperson evaluated his or her customers' satisfac-
tion at an overall level, which we recognize is not the most ideal measur
of customer satisfaction and we accept this as a limitation of this study.
However, scholars argue that “in general contact employees are good
sources of information on customer attitudes (Bitner, Booms, & Mohr,
1994) and a perceptual measure can be used when an accurate objectiv
measure is not available (Dess & Robinson, 1984)” (Sleep, Bharadwaj, &
Lam, 2015, p. 15). Also, the scale measuring responsiveness self-assess
how responsive the salespeople are to their customers in general—not
with respect to only responses through social media.
The sample used in the current study is comprised of salespeople,
operating within a B2B context and working for different companies.
While this enhances the generalizability of our results, it does not inher-
ently control for other factors, as different companies possess varied
work cultures and control strategies. Future studies could incorporate
salespeople employed within a single firm to control for such variables.
Also, our results provide only a snapshot, due to the cross-sectional ap-
proach of data collection. Future studies may utilize a longitudinal ap-
proach in data collection to offer a better understanding ofsocial
media use and its impact.
This study lays groundwork for countless areas of additional re-
search. This paper is the first empirical research to consider behaviors
on the relationship between salesperson social media use and customer
satisfaction. Building on this, a full framework should be established to
further consider the roles of various salesperson behaviors when
salesperson-customer shared technologies, such as social media, are
used. An empirical study determining whether or not the mere use of
social media directly makes a significant difference in various aspects
of B2B buyer-seller relationships would be interesting.
Additionally, different amounts and uses of social media should be
considered. Because not all customers will engage in social media (for
example, in their 2012 article, Marshall et al. acknowledges that there
is a generationalgap where younger buyers and sellers are more
accepting of virtual relationships), firms must be careful to use social
media efficiently. Implementing social media use in a sales force must
be addressed in an effective way to maximize the capabilities of social
media without excluding customers who do not use social media from
relevant information. Future studies could identify ways to maximize
social media usage and assess which activities are best under which so-
cial medium. Moreover, it would be interesting to examine other bene-
fits of social media use beyond salesperson-customer interaction such
as networking, prospecting, and lead generation.
Another consideration of interest would be to investigate social
media efficacy or similar variables. This may help to refine the relation-
ship between salesperson social media use and the variables of respon-
siveness and information communication.Social media efficacy may
help to improve the understanding of the influence of social media
2 We thank an anonymous reviewer for this insight.
Table 4
Tests of additional models.
Model χ2 df Δχ 2(df)
Base model with common method factor 143.634 99 –
Base model + social media ➔ responsiveness 142.663 98 .971 (1) n.s
Base model + social media ➔ customer satisfaction141.677 98 1.957 (1) n.s.
7R. Agnihotri et al. / Industrial Marketing Management xxx (2015) xxx–xxx
Please cite this article as: Agnihotri, R., et al., Social media: Influencing customer satisfaction in B2B sales, Industrial Marketing Manageme
(2015), http://dx.doi.org/10.1016/j.indmarman.2015.09.003

use on behaviors. In the same line of argument, future studies should
also explore the dark side of social media use.2 For example, the exces-
sive number of requests that a salesperson can receive through social
media can reduce her or his responsiveness,as he or she has to take
care of too many questions.In addition,social media tools allow for
new forms of interaction between a salesperson and customers, there-
fore, customers' comments that have to be addressed can further in-
crease the burden for the salesperson. Future studies should develop
models that address such consequences of social media use.
While possibly the most challenging suggestion, development of a
quantitative model would be beneficial to empirically assess costs and
benefits of all possible actions on multiple forms of social media. For ex-
ample, the measure could assign a quantitative benefit value to leads
gained through social networking, as well as the costs (e.g., financial,
time, and opportunity) to attain such leads. We recognize that measures
of this type are filled with uncertainty and difficult to create. However, if
such a comprehensive model were created, it would provide manage-
ment a way to monitor and evaluate each salesperson's use of social
media, as well as a way for sales managementto make better-
informed decisions about how the sales force could best use social
media on the job.
The area of social media use in B2B buyer-seller relationships is still
relatively new and,in academic literature,empirical research is ex-
tremely limited (if not non-existent). Given how frequent the mention
of social media is in the popular press (Wirthman, 2013), and the extent
to which it is used in many people's daily lives, this paper's finding that
social media use does significantly influence salesperson information
sharing behaviors may further escalate such discussions in the sales in-
dustry.As it is evident that social media will not disappear anytime
soon, researchers must carefully examine the role of social media and
pinpoint its influence such that managers can make sound, knowledge-
able decisions regarding the presence of social media within their firms.
Appendix A
Constructs/items
Standardized
loading
Information communication (Adapted from Ahearne et al., 1999)
• I frequently provide customers with new and useful information.82
• I always present information to the customer in a clear and
concise manner
.60
• When selling to a customer, I make objective comparisons
between products
.42
Customer satisfaction (Adapted from James et al., 1984)
• Overall, I feel that my customers are satisfied with my
performance
.80
• My clients feel they have an extremely effective working
relationship with me
.79
• Overall, my clients feel our relationship is productive .85
Responsiveness (Adapted from Ahearne et al., 2007)
• I am never too busy to respond to special requests .68
• I am always able to be reached if a customer needs something
important
.76
• I always return calls promptly, if I was unavailable .66
Social media use (Adapted from Agnihotri et al., 2009)
• I am using social media to its fullest potential for supporting my
own work
.95
• I am using all capabilities of social media in the best fashion to
help me on the job
.92
• My use of social media is pretty much integrated as part of my
normal work routine
.69
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Raj Agnihotri is currently John Merrill Endowed Professor in Consultative Sales and Asso-
ciate Professor of Marketing at University of Texas at Arlington.
Rebecca Dingus is an Assistant Professor of Marketing at Central Michigan University. He
research interests include sales management practices and effective communications.
Michael Y. Hu, PhD is the Emeritus Bridgestone Chair in International Business at Kent St
University. His articles have appeared in the Journal of Marketing Research, Marketing
Letters, Journal of Business Research, Journal of International Business Studies, Internatio
Business Review, Financial Management, Annals of Operations Research, European Journ
of Operational Research, Decision Sciences, and other leading journals.
Michael T. Krush is an Assistant Professor of Marketing and Director of the Center for
Professional Selling and Sales Technology at North Dakota State University's College of
Business. His research interests include marketing capabilities and strategy, sales and sa
management, and marketing systems. He has published in the Journal of Business Ethics
Journal of Business Research, Industrial Marketing Management,Journal of Business and
Industrial Marketing, among others.
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Please cite this article as: Agnihotri, R., et al., Social media: Influencing customer satisfaction in B2B sales, Industrial Marketing Manageme
(2015), http://dx.doi.org/10.1016/j.indmarman.2015.09.003