Abstract
In this paper, the authors use hierarchical regression analysis to empirically test the antecedents and consequences of social media usage by sales forces.… Given the scant empirical evaluation of social media use in business-to-business relationships, this research analyzes a sample size of 1,699 respondents to aid in the understanding of several factors. Significant relationships between intra-organizational cooperation and social media usage are found, as well as a positive relationship between social media usage and sales performance. Furthermore, the moderating factor of training on social media’s effect on performance is uncovered and provides important implications for how managers may best implement a firm’s social media strategy among its sales force.