کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10496122 942253 2014 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Understanding salespeople's learning experiences through blogging: A social learning approach
ترجمه فارسی عنوان
درک تجارب یادگیری فروشندگان از طریق وبلاگ نویسی: روش یادگیری اجتماعی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
Social media has changed the way many salespeople work and interact with their customers and coworkers. We examined 200 salespeople's blogs using netnography method. Drawing on social learning theory and real salespeople's blogs, we illustrate how and why salespeople can learn by reading and writing blogs. Our findings show that writing and reading blogs can be a helpful learning tool for many salespeople and the findings also suggest that companies should consider using blogging as a sales training tool. Our research contributes to marketing and sales literature two ways. First, our study provides a theoretical foundation for future work on social learning theory and online learning in areas of marketing, sales, and business education. Second, our study confirms the importance and usefulness of netnography method beyond its current usage in marketing and sales management. We conclude our paper with avenues for future research.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 43, Issue 6, September 2014, Pages 1063-1069
نویسندگان
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