Penentu Penggunaan Media Sosial Dalam Kalangan Penasihat Jualan Dalam Industri Automotif Di Melaka Dan Johor
Determinants of Social Media Usage Among Sales Advisors in the Automotive Industry in Melaka and Johor
DOI:
https://doi.org/10.53840/ejpi.v12i3.258Keywords:
Social Media , psikologi interaksional, Sales AdvisorsAbstract
Terdapat trend jualan urus niaga sedang dilakukan melalui platform media sosial. Terdapat peralihan ke arah trend ini dan bukannya menggunakan kaedah tradisional yang melibatkan interaksi tatap muka antara jurujual dan pelanggan. Ia adalah trend yang telah merebak ke dalam semua industri di seluruh dunia termasuk dalam industri automotif. Tujuan menjalankan kajian ini adalah untuk mengenal pasti apakah penentu yang mempengaruhi penasihat jualan untuk menggunakan media sosial dalam aktiviti jualan harian mereka. Beberapa pemboleh ubah dipilih dan mereka diukur sama ada memberi kesan terhadap pilihan penasihat jualan menggunakan media sosial atau tidak. Kaedah yang digunakan untuk mengumpul maklumat adalah dengan menggunakan temuduga dan soal selidik. Penemuan diukur dan menentukan sama ada hipotesis diterima atau ditolak. Penemuan menunjukkan bahawa kecekapan individu, komitmen individu, kecekapan organisasi, komitmen organisasi mempunyai hubungan positif dengan penggunaan media sosial oleh penasihat jualan. Ia membuktikan bahawa pengurusan organisasi perlu memanfaatkan perubahan teknologi dan keluar dengan strategi media sosial untuk mendapatkan kebaikan melalui perubahan ini.
Downloads
References
Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing “social” into sales: The impact of salespeople's social media use on service behaviors and value creation. Journal of Personal Selling & Sales Management, 32(3), 333–348.
Andzulis, J., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305–316.
Christ, P., & Anderson, R. (2011). The impact of technology on evolving roles of salespeople. Journal of Historical Research in Marketing, 3(February) 173–193.
Deloitte (2015). Facebook's global economic impact, Deloitte LLP report (January 2015) prepared for Facebook Inc. http://www2.deloitte.com/content/dam/Deloitte/uk/Documents/technology-media-telecommunications/deloitte-uk-global-economicimpact-of-facebook.pdf
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining gamification. Paper presented at the Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, September 28—30, Tampere, Finland.
Guesalaga, R. (2015). The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media, Industrial Marketing Management 54 (2016) 71–79
Guesalaga, R., & Kapelianis, D. (2012). Research update: Social media and the sales organization. SMA Webcast, Sales Management Association
Ingram, T. N., LaForge, R. W., & Leigh, T. W. (2002). Selling in the new millennium: A joint agenda. Industrial Marketing Management, 31(7), 559—567.
Kaplan, A.M., & Haenlein,M. (2010). Users of theworld, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
Keinänen, H., & Kuivalainen, O. (2015). Antecedents of social media B2B use in industrial marketing context: Customers' view. Journal of Business & Industrial Marketing, 30(6), 711–722.
Ketan Kamra (2015), “Influence of Social Media on the Indian Automotive Consumers: Primary Study in National Capital Region”, Journal of Business and Management, Vol.17 (8) pp. 1-5
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251.
Levin, M. A., Hansen, J. M., & Laverie, D. A. (2012). Toward understanding new sales employees' participation in marketing-related technology: Motivation, voluntariness, and past performance. Journal of Personal Selling & Sales Management, 32(3), 379–393.
Mangold, W. G., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357—365.
Marketo (2010). The definite guide to B2B social media: A marketo workbook. (San Mateo,
CA).
Marshall, G. W., Moncrief, W. C., Rudd, J. M., & Lee, N. (2012). Revolution in sales: The impact of social media and related technology on the selling environment. Journal of Personal Selling and Sales Management, 32(3), 349—363.
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of socialmediamarketing: An exploratory investigation of small andmedium B2B brands. Industrial Marketing Management, 40(1), 1153–1159.
Rapp, A., & Panagopoulos, N. G. (2012). Perspectives on personal selling and social media: Introduction to the special issue. Journal of Personal Selling and Sales Management, 32(3), 301—304.
Robinson, L., Jr., Marshall, G. W., & Stamps, M. B. (2005). An empirical investigation of technology acceptance in a field sales force setting. Industrial Marketing Management, 34(4), 407—415.
Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Socialmedia's influence on business-to-business sales performance. Journal of Personal Selling & Sales Management, 32(3), 365–378.
Schultz, R. J., Schwepker, C. H., Jr., & Good, D. J. (2012). Social media usage: An investigation of B2B salespeople. American Journal of Business Education, 27(2), 174–194.
Smith, T. (2009). The social media revolution. International Journal of Market Research, 51(4), 559—561.
Trainor, K. J. (2012). Relating social media technologies to performance: A capabilities-based perspective. Journal of Personal Selling and Sales Management, 32(3), 317—331.
Walker, O. C., Jr., Churchill, G. A., Jr., & Ford, N. A. (1979). Where do we go from here? Selected conceptual and empirical issues concerning the motivation and performance of the industrial sales force. In G. Albaum & G. A. Churchill, Jr. (Eds.), Critical issues in sales management: State-of-the-art and future research needs (pp. 10—75). Eugene, OR: University of Oregon, College of Business Administration.
Wiersema, F. (2013). The B2B agenda: The current state of B2B marketing and a look ahead. Industrial Marketing Management, 42(4), 470–488.
Wilson, H. J., Guinan, P. J., Parise, S., & Weinberg, B. D. (2011). What's your social media strategy? Harvard Business Review, 89(7–8), 23–25.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 e-Jurnal Penyelidikan dan Inovasi
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
