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Salesperson communication effectiveness in a digital sales interaction()

B2B buyers are exhibiting an increased preference to transact digitally with vendors. A topic which has yet to receive sufficient academic attention in this modern selling environment is salesperson communication effectiveness. Accordingly, this article: 1) defines digital sales interactions (DSIs)...

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Detalles Bibliográficos
Autores principales: Bharadwaj, Neeraj, Shipley, Garrett M.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier Inc. 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7366081/
http://dx.doi.org/10.1016/j.indmarman.2020.07.002
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author Bharadwaj, Neeraj
Shipley, Garrett M.
author_facet Bharadwaj, Neeraj
Shipley, Garrett M.
author_sort Bharadwaj, Neeraj
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description B2B buyers are exhibiting an increased preference to transact digitally with vendors. A topic which has yet to receive sufficient academic attention in this modern selling environment is salesperson communication effectiveness. Accordingly, this article: 1) defines digital sales interactions (DSIs) as technology-enabled, face-to-face buyer-seller exchanges; 2) proposes a typology of DSIs to set the stage to examine salesperson communication effectiveness; 3) introduces a framework that reifies the sender's auditory and visual cues that can influence receivers' thoughts (i.e., cognition, affect, intention) and activity (i.e., purchase behavior, advocacy); 4) suggests theoretical lenses that can illuminate various aspects of the salesperson's communication barrage; 5) advances how machine learning can be applied to understand what constitutes effective communication in a digital interaction by asking: to what extent does what a salesperson says (auditory cues) and how s/he says it (visual cues) impact her/his effectiveness in a DSI?; and 6) concludes by noting promising future research directions for B2B marketing researchers.
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spelling pubmed-73660812020-07-17 Salesperson communication effectiveness in a digital sales interaction() Bharadwaj, Neeraj Shipley, Garrett M. Industrial Marketing Management Article B2B buyers are exhibiting an increased preference to transact digitally with vendors. A topic which has yet to receive sufficient academic attention in this modern selling environment is salesperson communication effectiveness. Accordingly, this article: 1) defines digital sales interactions (DSIs) as technology-enabled, face-to-face buyer-seller exchanges; 2) proposes a typology of DSIs to set the stage to examine salesperson communication effectiveness; 3) introduces a framework that reifies the sender's auditory and visual cues that can influence receivers' thoughts (i.e., cognition, affect, intention) and activity (i.e., purchase behavior, advocacy); 4) suggests theoretical lenses that can illuminate various aspects of the salesperson's communication barrage; 5) advances how machine learning can be applied to understand what constitutes effective communication in a digital interaction by asking: to what extent does what a salesperson says (auditory cues) and how s/he says it (visual cues) impact her/his effectiveness in a DSI?; and 6) concludes by noting promising future research directions for B2B marketing researchers. Elsevier Inc. 2020-10 2020-07-17 /pmc/articles/PMC7366081/ http://dx.doi.org/10.1016/j.indmarman.2020.07.002 Text en © 2020 Elsevier Inc. All rights reserved. Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active.
spellingShingle Article
Bharadwaj, Neeraj
Shipley, Garrett M.
Salesperson communication effectiveness in a digital sales interaction()
title Salesperson communication effectiveness in a digital sales interaction()
title_full Salesperson communication effectiveness in a digital sales interaction()
title_fullStr Salesperson communication effectiveness in a digital sales interaction()
title_full_unstemmed Salesperson communication effectiveness in a digital sales interaction()
title_short Salesperson communication effectiveness in a digital sales interaction()
title_sort salesperson communication effectiveness in a digital sales interaction()
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7366081/
http://dx.doi.org/10.1016/j.indmarman.2020.07.002
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