The role of Social Media on Sales strategy : A Conceptual Explication in a High-context Culture
Ukpabi, D., Karjaluoto, H., Ikaba, V., Wali, K., & Kpunee, H. (2017). The role of Social Media on Sales strategy : A Conceptual Explication in a High-context Culture. In G. A. Okwandu, & N. G. Nwokah (Eds.), Re-Inventing of Wheel of Nigeria's Economic Growth through Marketing : Where Are We Now? Proceedings of the 1st Annual RSU Marketing Academic Conference in Collaboration with the National Institute of Marketing of Nigeria, 3-4 May, 2017 (pp. 232-240). Rivers State University.
Päivämäärä
2017Tekijänoikeudet
© the Authors & © Department of Marketing, Faculty of Management Sciences, Rivers State University of Science and Technology, Port Harcourt, 2017.
People’s behaviours are shaped by their cultural values as much as it
also influences the definition of friendship building and sustenance.
Low-context cultures as marked with independent lifestyle, loosed
family units and communication patterns are often characterized by
fewer words. On the other hand, high-context cultures are markedly
different. These cultures are characterized with high closed family
units, high level of social cohesion and social identity. To achieve
effective communication, it is important to understand the differences in
the two cultural contexts especially when such communication is
directed at the global marketplace. Interestingly, some technological
innovations usually operate according to the cultural orientation of the
innovators. The use of Twitter as a social media platform for instance
has generated controversies. While often criticized by most users in the
high-context culture as not providing enough space for the elaboration
of the communication context, most in the low-context cultures see it as
one of the best social media handles because of limited provision for
text space, thus leading to succinctness of communication. Using a
conceptual approach, the objective of this study is to provide effective
communication means through which sales personnel can achieve sales
strategy using social media platforms in a high-context culture. Relying
on social identity theory, the study found that sales reps can creatively
use social media to drive the five sales strategies: relationship strategy,
product/service strategy, customer/communications strategy and price
strategy.
...
Julkaisija
Rivers State UniversityEmojulkaisun ISBN
NoneKonferenssi
River State University Marketing Academic ConferenceKuuluu julkaisuun
Re-Inventing of Wheel of Nigeria's Economic Growth through Marketing : Where Are We Now? Proceedings of the 1st Annual RSU Marketing Academic Conference in Collaboration with the National Institute of Marketing of Nigeria, 3-4 May, 2017Asiasanat
Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/27020507
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