Can salespeople use social media to enhance brand awareness and sales performance? The role of manager empowerment and creativity

Ashish Kalra, Omar S. Itani, Amin Rostami

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Purpose: Although research analyzing the consequences of salesperson social media use in driving sales behaviors and performance outcomes has proliferated in the recent past, there are significant research gaps in the domain. Grounded in task-technology fit theory, this paper aims to propose a conceptual framework that integrates between previously disjointed areas of research and analyzes the relationships between salesperson social media use, brand awareness, creativity, manager empowerment and company performance. Design/methodology/approach: Survey responses were collected from a multi-industry sample of 158 business-to-business salespeople. Structural relationships were tested using partial least squares structural equation modeling. Findings: The analysis shows that salesperson social media use positively affects brand awareness. The relationship between social media and brand awareness is magnified with the increase in salesperson creativity. Findings also show that manager empowerment increases salesperson creativity. Finally, brand awareness positively affects company performance. Practical implications: Sales organizations should focus on developing digital strategies, especially focusing on salesperson social media use to enhance company’s brand awareness, which in turn increases company performance. Moreover, sales managers should also follow empowering leader behaviors to enhance creativity. Originality/value: The authors amalgamate salesperson social media use literature and branding literature by proposing salesperson social media use’s positive effects on brand awareness. This study also expands the knowledge by exploring the moderating effect of individual-level variables such as salesperson creativity on driving the effects of salesperson social media use.

Original languageEnglish (US)
Pages (from-to)1738-1753
Number of pages16
JournalJournal of Business and Industrial Marketing
Issue number8
StatePublished - Jun 27 2023

Bibliographical note

Funding Information:
Special thanks to several anonymous reviewers and to Gina Chiodi Grensing for the help in developing this manuscript.

Publisher Copyright:
© 2023, Emerald Publishing Limited.


  • Brand awareness
  • Company performance
  • Creativity
  • Manager empowerment
  • Salesperson social media use


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