The ties that buy

The role of interfirm social contagion across customer accounts

Wm Matthew Bowler, Robert Dahlstrom, Matthew T. Seevers, Steven J. Skinner

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

This study investigates how purchase decisions may be influenced by ties linking customer account personnel and sales personnel. Two distinct forms of social contagion-cohesion and structural equivalence-are posited as mechanisms for triggering purchase similarity among customer accounts. We empirically test our hypotheses using field-collected sociometric data that captures social ties among customer accounts and sales personnel within a retail sales territory. The results support structural equivalence rather than cohesion as a key driver of brand choice similarity among retail firms. The paper concludes with a discussion of implications for sales management practice and research.

Original languageEnglish
Pages (from-to)7-20
Number of pages14
JournalJournal of Personal Selling and Sales Management
Volume31
Issue number1
DOIs
StatePublished - Jan 1 2011

Fingerprint

customer ties
sales
Sales
customer
personnel
Personnel
equivalence
group cohesion
purchase
data capture
Data acquisition
driver
firm
Social contagion
management
Cohesion
Equivalence
Retail

All Science Journal Classification (ASJC) codes

  • Management of Technology and Innovation
  • Human Factors and Ergonomics

Cite this

The ties that buy : The role of interfirm social contagion across customer accounts. / Bowler, Wm Matthew; Dahlstrom, Robert; Seevers, Matthew T.; Skinner, Steven J.

In: Journal of Personal Selling and Sales Management, Vol. 31, No. 1, 01.01.2011, p. 7-20.

Research output: Contribution to journalArticle

Bowler, Wm Matthew ; Dahlstrom, Robert ; Seevers, Matthew T. ; Skinner, Steven J. / The ties that buy : The role of interfirm social contagion across customer accounts. In: Journal of Personal Selling and Sales Management. 2011 ; Vol. 31, No. 1. pp. 7-20.
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