کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1014128 939353 2012 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Redirecting direct selling: High-touch embraces high-tech
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Redirecting direct selling: High-touch embraces high-tech
چکیده انگلیسی

Direct selling, defined as a sales channel without a fixed retail location, was built on the premise of leveraging an individual's social networks. This industry is being redirected by embracing social media; here, the challenge lies in providing the benefits of face-to-face selling, augmented by social media. An examination of the Direct Selling News ‘Global 100 Top Direct Sellers’ found that Facebook, YouTube, and Twitter represent the most widely employed social networks in the industry. While 76% of direct sellers utilize social media for promotional purposes, 55% use it for recruiting new distributors and 42% use it for reactive purposes. Consumers are the most popular target for social media, followed by distributors and communities. Social media has evolved as a driver of strategy, and will become even more important in the future. Improved customer relationships are developing by listening and reacting to concerns. The transparency created by social media is enhancing trust and ethical organizational cultures. Finally, consumer brand communities are emerging that increase brand value.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Business Horizons - Volume 55, Issue 3, May–June 2012, Pages 273–281
نویسندگان
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