IEA conference

1. Literature Review for Salesmanship
SR.NO ABSTRACT LITERATURE REVIEW
1 Article 1: The role of the
sales employee in
securing customer
satisfaction
Heiner Evanschitzky, Arun
Sharma, Catja Prykop
2 February 2010
Abstract
Purpose – Previous research
has emphasized the pivotal
role that salespeople play in
customer
satisfaction. In this regard, the
relationship between
salespeople’s attitudes, skills,
and characteristics,
and customer satisfaction
remains an area of interest.
The paper aims to make three
contributions:
first, it seeks to examine the
impact of salespeople’s
satisfaction, adaptive selling,
and dominance on
customer satisfaction. Second,
this research aims to use
dyadic data, which is a better
test of the
relationships between
constructs since it avoids
common method variance.
Finally, in contrast to
previous research, it aims to
test all of the customers of
salespeople rather than
customers selected by
salespeople.
Design/methodology/approach
– The study employs
multilevel analysis to examine
the
relationship between
salespeople’s satisfaction with
Evanschitzky , Sharma,
Prykop (2010)

2. the firm on customer
satisfaction, using a
dyadic, matched business-to-
business sample of a large
European financial service
provider that
comprises 188 customers and
18 employees.
Findings – The paper finds
that customers’ evaluation of
service quality, product
quality, and value
influence customer
satisfaction. The analysis at
the selling firm’s employee
level shows that adaptive
selling and employee
satisfaction positively impact
customer satisfaction, while
dominance is
negatively related to customer
satisfaction.
Practical implications –
Research shows that
customer-focus is a key driver
in the success of
service companies. Customer
satisfaction is regarded as a
prerequisite for establishing
long-term,
profitable relations between
company and customer, and
customer contact employees
are key to
nurturing this relationship.
The role of salespeople’s
attitudes, skills, and
characteristics in the
customer satisfaction process
are highlighted in this paper.
Originality/value – The use of
dyadic, multilevel studies to
assess the nature of the
relationship
between employees and
customers is, to date,

3. surprisingly limited. The
paper examines the link
between employee attitudes,
skills, and characteristics, and
customer satisfaction in a
business-to-business setting in
the financial service sector,
differentiating between
customer- and
employee-level drivers of
business customer
satisfaction.
Keywords Sales force
management, Customer
satisfaction, Employee
satisfaction, Sales force,
Adaptive selling, Dominance,
Multilevel analysis, Service
profit chain
Paper type Research paper
2 Article 2: The predictors of
sales performance: a study
with wholesale sellers Paulo
Henrique Donassolo1
Celso Augusto de Matos2
October 8, 2014
ABSTRACT
Understanding which factors
influence salesperformance and
how these factors vary in
different contexts is essential
both for managers and for
researchers in the field of sales
and marketing. Several studies
have sought to identify the
factors that exert most influence
over the performance of
salespeople. The importance of
these factors may vary according
to product type and the context in
which sales are made. This paper
seeks to test a model that
consolidates a number of factors
that influence sales performance
of salespeople. In order to
achieve these objectives, this
paper addresses various models
validated in other sales contexts
and selects one of these to later

4. test it by means of a descriptive
study based on a survey
conducted with 301 outside
salespeople linked to wholesale
companies located in different
states of Brazil. The results
obtained from the survey
supported the adequacy of the
model, which presented good fit
indexes. The relationship
between Self-efficacy, Effort
and Performance has been
confirmed and proved to be the
main way that influences the
performance of the salespeople.
Both the academic and the
managerial implications of these
tests are presented and discussed
in this paper.
3 Article 3: Impact of
Salesmen Personality on
Customer Perception and
Sales
Fariha Tabasum,
Muhammad Ibrahim,
Mehboob Rabbani &
Muhammad Asif
2014
Abstract-
The objective of our study is
to know the impact of the
salesmen personality on
customer perception and
sales. The study considers
various personality traits that
influence the customer
thinking’s regarding product
and increase its sales. The
study was based on primary
data which was collected from
172 respondents by means of
a questionnaire. Random
Sampling Technique was
applied and Statistical tool like

5. SPSS software was used to
first check the reliability of
questionnaire and then
correlation analysis in order to
reveal the results of the
research. The results indicate
that the personality traits of
salespeople influence both
customer perception and
sales. As the customer
attraction is main focus of
every business, the findings
and recommendation of this
research will help the
managers to develop a
deeper insight of research
factors into salesmen
personality development and
restructure their strategies to
capture maximum potential
customers.
4 Article 4- THE EFFECT
OF PERSONALITY
TRAITS ON SALES
PERFORMANCE: AN
EMPIRICAL
INVESTIGATION TO TEST
THE FIVE-FACTOR
MODEL (FFM) IN
PAKISTAN
Abdul Waheed, Jianhua
Yang, Jon Webber
Volume 12, 2017
Abstract
Aim/Purpose - The present study
investigates the relationship
between the five-factor model
(FFM) of personality traits and
sales performance in Pakistan.
Background Personality is a well-
researched area in which
numerous studies have
examined the correlation
between personality traits and
job performance. In this study, a
Krause (2015) studies about a
Model that limits the FDA
committee for the core
communication and
proposing immediate
transactions.

6. positive effect between the
various dimensions of the five-
factor model (extra-
version, agreeableness,
conscientiousness, emotional
stability, and open to ex-
perience) and sales performance
in Pakistan is investigated.
Methodology Pearson’s
correlation values as well as
analysis methodologies were
employed to gather descriptive
statistics, reliability analysis,
correlation analysis, and use
the analytical hierarchy process
(AHP). Cronbach’s alpha value
helped determine the internal
consistency of the group items.
Questionnaires were distrib-
uted among 600 salespersons in
various cities of Pakistan from
April 2015 to
January 2016. Subsequently, 510
questionnaires were acquired
for the sample.
Contribution The current study
contributes to the literature on
personality traits and sales
performance by applying
empirical evidence from sales
managers in three industries of
Pakistan: pharmaceutical,
insurance, and electronics.
Findings The results affirmed a
positive effect of the five-factor
model on sales performance
among various industries in
Pakistan. The effect of each sub-
factor
from the five-factor model was
examined autonomously. There
is a favourable benefit to sales
managers in considering FFM
when making hiring decisions.
5 Article 5 Antagonistic
managers, careless workers

7. and extraverted salespeople:
An examination of personality
in occupational choice.
Roger Hama, P.N Junankarab
and Robert Wellsa*
Abstract
This paper is an econometric
investigation of the choice of
individuals between a number
of occupation groupings
utilising an extensive array of
conditioning variables
measuring a variety of
aspects of individual
heterogeneity. Whilst the
model contains the main
theory of occupational choice,
human capital theory, it also
tests dynasty hysteresis
through parental status
variables. The focus is an
examination of the
relationship between
choice and personality with
the inclusion of
psychometrically derived
personality variables. The
empirical model of
occupational choice is a
multinomial logit estimated
using the Household Income
and Labour Dynamics in
Australia (HILDA) survey
data.
Human capital variables are
found to exhibit strong
credentialism effects. Parental
status has a small and limited
effect on occupation
outcomes indicative of only
some small dynasty
hysteresis. On the other hand,
personality effects are found
to be significant, relatively
large and persistent across all
occupations. Further, the
strength of these personality
effects are such that they can
in many instances rival that of
various education credentials.
These personality effects

8. include but are not limited to:
managers being less
agreeable and more
antagonistic; labourers being
less conscientiousness; and
sales people being more
extraverted.
6. Article 6 - PERSONALITYAND
COGNITIVE ABILITYAS
PREDICTORS OF
THE JOB PERFORMANCE OF
INSURANCE SALES PEOPLE
L LA GRANGE
G ROODT
ABSTRACT
The purpose of this study was to
determine whether personality
and a measure of cognitive
ability (’verbal reaso-
ning ability’) would signi¢cantly
predict the job performance
(’managerial ratings’) of sales
people in a large South African
insurance company.The
Customer Contact Styles
Questionnaire (CCSQ 5.2) and
the Verbal EvaluationTest (VCC
3) were administered to 170
broker consultants, and their
managers rated their job
performance on the Customer
Contact Competency Inventory
(CCCI). By making use of multiple
regression analysis it was
found that certain personality
dimensions signi¢cantly predict
job performance, and that
’verbal reasoning ability’
did not have any signi¢cant
predictive power.These ¢ndings,
the implications thereof and
suggestions for possible
further research is discussed.
7 Rethinking the Extraverted Sales
Ideal:
The Ambivert Advantage

9. Adam M. Grant
Abstract
Despite the widespread
assumption that extraverts are
the most productive
salespeople, research has shown
weak and conflicting
relationships between
extraversion and sales
performance. In light of these
puzzling results, I propose that
the relationship between
extraversion and sales
performance is not linear but
curvilinear: Ambiverts achieve
greater sales productivity than
extraverts or introverts do.
Because they naturally engage in
a flexible pattern of talking and
listening, ambiverts are likely to
express sufficient assertiveness
and enthusiasm to persuade and
close a sale but are more
inclined to listen to customers’
interests and less vulnerable to
appearing too excited or
overconfident. A study of
340 outbound-call-center
representatives supported the
predicted inverted-U-shaped
relationship between
extraversion and sales revenue.
This research presents a fresh
perspective on the personality
traits that facilitate successful
influence and offers novel
insights for people in choosing
jobs and for organizations in
hiring and training employees.
8 Article 8 - Salesperson Goal
Orientations and the Selling
Performance Relationship: The
Critical Role of Mediation and
Moderation
Harri Terho · Liisa Kairisto-
Mertanen · Danny Bellenger ·
Wesley Johnston

10. Abstract: Over the last two
decades studies have
demonstrated the importance of
goal orientations in the context
of selling and established a body
of the main
antecedents and outcomes. A
closer look at the empirical
findings reveals that the
relationship between goal
orientations and performance
remains partly inconsistent as
there is mixed evidence of the
learning orientation
performance relationship partly
conflicting with theory. We
propose that these findings can
be clarified by studying
moderation effects related to
the nomological network of goal
orientations. In testing a
research model focused on the
interrelations of goal
orientations, selling experience,
adaptive selling and salesperson
selling performance, we confirm
the established
relationships and show that the
learning orientation
performance relationship is
more
complex than earlier studies
suggest. The main findings
regarding moderation effects
indicate that the effectiveness of
learning orientation is
contingent on selling
experience and that learning
orientation affects performance
also indirectly by helping
salespeople adapt their sales
styles more effectively. Ignoring
these interaction effects
will undermine the role of
learning orientation in selling
performance bearing also
concrete implications for sales
management.
9 Article 9 - Marketing in a
postmodern world
Firat, Dholakia,Venkatesh
(1995) presents the

11. Fuat Firat, Nikhilesh Dholakia,
Alladi Venkatesh
1 January 1995
Abstract
Begins with the premiss that we
are living through an epochal
change from the modern to the
postmodern era and that
marketing organizations have to
reconsider their conceptions of
the market, the consumer and
marketing practice accordingly.
Following a brief discussion of
the themes of postmodernity,
explores some of the key
assumptions of modern
marketing that are challenged by
the transformation to
postmodernity. Finally, presents
the implications of postmodern
culture for marketing, arguing
that consumers are not driven
by needs but have needs which
are driven by external forces,
that consumers have become
customizers, that marketing
organizations′ offerings will
increasingly become processes
rather than finished products,
and that consumers who will
increasingly become integrated
into the production systems will
have to be conceptualized as
producers. Concludes by re‐
emphasizing that marketing and
post‐modernity are greatly
intertwined, arguing that
consumers are not driven by
needs but have needs which are
driven by external forces.
consequences of postmodern
culture for marketing, arguing
that customers are not driven
by needs but have needs
which are driven by outside
forces, that consumers have
become customizers, that
marketing organizations′
offerings will increasingly
become processes rather than
end products, and that
customers who will
increasingly become
integrated into the
production systems will have
to be abstracted as
producers.
10 Article 10 - Attitude of Social
Media Users towards Ephemeral
Marketing
Anirban Ganguli, Shivane
Mahajan, Shriyam Srivastava, Dr.
Kavitha R
2019
Abstract
The Digital Age has seen
tremendous development in the
Ganguli, Mahajan, Srivastava,
R (2019) says that Ephemeral
marketing is a practice where
marketers display their
products and services or any
other relevant information for
a very short period of time.
Online ephemeral marketing
is generally carried out

12. field of marketing. The
prominence of the internet and
social media has seen an
increased transformation in
marketing techniques from
traditional bill boards and
hoardings, door to door and
print media to a gradual shift
towards modern day digital and
social media
marketing. Ephemeral marketing
is a technique where marketers
display their products and
services or any other relevant
information for a very short
period of time. Online
ephemeral marketing is
generally carried out through
various social media platforms.
Ephemeral marketing is a
considerably new research field
and a quick literature scan does
not reveal many existing studies.
However, there exist certain
studies on offline ephemeral
marketing techniques. This
paper focuses on attitude of
social media users towards
online ephemeral marketing. It
also aims to
understand the level of
awareness about ephemeral
marketing among the social
media users. The findings of the
study allow us to deduce
whether this new trend in
marketing, although being used
widely amongst marketers, is at
all a necessity currently, keeping
in mind the proven success of
other, already existing
techniques. The outcome
examines whether the practice
of this technique by the
marketers has a positive or
negative response from the
consumers and also finds out if
consumers pay attention to
these trends.
through many social media
platforms.

13. 11. Article 11 - Sharing the small
moments: ephemeral social
interaction on Snapchat
Joseph B. Bayer,Nicole B.
Ellison,Sarita Y. Schoenebeck
&Emily B. Falk
18 Sep 2015
ABSTRACT
Ephemeral social media,
platforms that display shared
content for a limited period of
time, have become a prominent
component of the social
ecosystem. We draw on
experience sampling data
collected over two weeks (Study
1; N = 154) and in-depth
interview data from a subsample
of participants (Study 2; N = 28)
to understand college students’
social and emotional
experiences on Snapchat, a
popular ephemeral mobile
platform. Our quantitative data
demonstrated that Snapchat
interactions were perceived as
more enjoyable – and associated
with more positive mood – than
other communication
technologies. However,
Snapchat interactions were also
associated with lower social
support than other channels.
Our qualitative data highlighted
aspects of Snapchat use that
may facilitate positive affect (but
not social support), including
sharing mundane experiences
with close ties and reduced self-
presentational concerns. In
addition, users compared
Snapchat to face-to-face
interaction and reported
attending to Snapchat content
more closely than archived
content, which may contribute
to increased emotional rewards.
Overall, participants did not see
the application as a platform for
sharing or viewing photos;
rather, Snapchat was viewed as
Bayer, Ellison, Schoenebeck
Falk (2015) the study
contributes to our developing
understanding of ephemeral
social media and their role in
social relationships.

14. a lightweight channel for sharing
spontaneous experiences with
trusted ties. Together, these
studies contribute to our
evolving understanding of
ephemeral social media and
their role in social relationships.
12 Article 12 - Organisational
factors and knowledge
management within large
marketing departments: an
empirical study
Roger Bennett, Helen Gabriel
1 September 1999
Abstract
One hundred and seventy‐nine
heads of sales or direct
marketing departments in large
UK companies across five
industry sectors completed mail
questionnaires concerning the
knowledge management (KM)
practices employed by their
firms. The extents of the KM
systems operating within sample
enterprises were analysed with
respect to each company’s use
of teamwork, level of
bureaucracy and centralisation
of decision making,
innovativeness, and ability to
cope with change. Respondents’
views on the contributions of
KM to marketing management
were also examined.
Bennett, Gabriel (1999)
says that respect to each
company’s use of teamwork,
level of bureaucracy and
centralisation of decision
making, innovativeness, and
ability to cope with change.
13 Article 13- Anxiety and
Ephemeral Social Media Use in
Negative eWOM Creation
T.Wakefield , Robin L.Wakefield
2017
Abstract
Consumers regularly share
negative eWOM regarding brand
experiences, yet the effects of
emotions in this process are
unknown. Using the framework
of Stimulus–Organism–Response
theory we operationalized our
study in the context of
Wakefield, Wakefield (2017)
studies that anxiety was
manifest in consumers'
decisions to reduce the time
availability of online messages
and mollified by the use of
ephemeral social media.

15. ephemeral (self-deleting) social
media. Across two studies,
consumers experienced anxiety
during the creation of eWOM,
particularly after considering a
negative brand experience.
Anxiety was manifest in
consumers' decisions to reduce
the time availability of online
messages and appeased by the
use of ephemeral social media.
This behavior, in theory, reduces
the threat to consumers'
impression management goals
caused by sharing negative
eWOM within their social
networks. Further evidence is
found as consumers limit
(lengthen) message availability
a) when including less (more)
positive words in their
messages, or b) when sharing
about non-economic (economic)
experiences. We discuss the
implications of consumer
emotion and anxiety on the
availability of eWOM in social
media.
14 Article 14 - Food Porn and the
Invitation to Gaze: Ephemeral
Consumption and the Digital
Spectacle
Yasmin Ibrahim
2015
Abstract
In the digital world, notions of
intimacy, communion and
sharing are increasingly
enacted through new media
technologies and social
practices which emerge
around them. These
technologies with the ability to
upload, download and
disseminate content to select
audiences or to a wider public
provide opportunities for the
creation of new forms of
rituals which authenticate and
diarise everyday experiences.
Consumption cultures in many
Ibrahim (2015) says that
Food images symbolise
connection at a distance
through everyday material
culture and practices

16. ways celebrate the notion of
the exhibit and the spectacle
inviting gaze through
everyday objects and rituals.
Food as a vital part of culture,
identity, belonging, and
meaning making celebrates
both the everyday and the
invitation to renew
connections through food as a
universal subject of appeal.
Food imagery as a form of
transacted materiality online
offers familiarity, comfort, co-
presence but above all a
common elemental literacy
where food transcends
cultural barriers, offering a
universal pull towards a
commodity which is
ephemeral yet preserved
through the click economy.
Food is symbolic of human
solidarity, sociality and
sharing and equally of
difference creating a
spectacle and platform for
conversations, conventions,
connections, and vicarious
consumption. Food images
symbolise connection at a
distance through everyday
material culture and practices.
15 Article 15 - Social Marketing and
the Meaning of Cool
Sara Bird, Alan Tapp
February 26, 2008
Abstract
Commercial marketers have long
understood the value of cool in
designing and selling their
products, and have invested
heavily in keeping in touch with
the latest trends among their
consumers. In this article, we
contend that social marketers
could use “cool” to achieve goals
of behavioral change, especially
with teenagers. We trace the
history of cool through to its
current role in consumption
before exploring how
Bird, Tapp (2008) this article
contends that social
marketers could use “cool” to
attain goals of behavioural
change, especially with
youths ,traces the history of
cool through to its current
role in consumption before
exploring how commercial
marketers keep track of cool
trends.

17. commercial marketers keep
track of cool trends. With a focus
on teenagers, typically cool
consumers but also those most
likely to embrace risky
behaviors, we consider the
potential and pitfalls of using
cool for social marketing. We
conclude with a practical
discussion of how to use cool,
and how to stay in touch with
cool consumers in a social
marketing context.
16 Article 16 - UNDERSTANDING
THE ROLE OF SOCIAL MEDIA IN
DESTINATION MARKETING
Wendy Lange-Faria
Statia Elliot
2012
Social media in the context of
destination marketing is a
growing area of study,
and judging by the exponential
growth in social networks over
recent years, the
demand for research will
continue. This paper provides a
review of the literature
to date on social media use by
destination marketing
organizations (DMOs). A
growing number of travellers are
influenced by user generated
content, presenting
a number of challenges and
opportunities to DMOs. This
review seeks to
synthesize existing research,
theories and concepts, in order
to understand how
social media applications are
being used by tourism
authorities, and to provide a
bridge from past research to
future success.
Faria, Elliot (2012) says that
A growing number of
travellers are influenced by
user generated content,
presenting a number of
challenges.
17 Article 17 - Recycling
Postmodern Marketing
Author: Brown, Stephen
2006
ABSTRACT
Brown, Stephen (2006) This
paper proffers a potted
summary of the PoMo
phenomenon and identifies
its principal characteristics. It

18. Ideas take ten years to migrate
from the edge to the centre of
academic disciplines.
Postmodernism is no exception.
The concerns and crises that
many postmodern marketers
were predicting in the mid-
1990s are now exercising the
leading lights of marketing
scholarship. This paper proffers
a potted summary of the PoMo
phenomenon and identifies its
principal characteristics. It also
asks whether the leading lights
are the right people to take our
discipline forward, since they got
marketing into its current
conceptual, philosophical and
methodological mess.
also asks whether the leading
lights are the right people to
take our discipline forward,
since they got marketing into
its current conceptual,
philosophical and
methodological mess.
18 Article 18 - The Effects of the
Social Structure of Digital
Networks on Viral Marketing
Performance
Mauro Bampo, Michael T. Ewing,
Dineli R. Mather, David Stewart,
Mark Wallace
5 Jun 2008
Abstract
Viral marketing is a form of peer-
to-peer communication in which
individuals are encouraged to
pass on promotional messages
within their social networks.
Conventional wisdom holds that
the viral marketing process is
both random and
unmanageable. In this paper, we
deconstruct the process and
investigate the formation of the
activated digital network as
distinct from the underlying
social network. We then
consider the impact of the social
structure of digital networks
(random, scale free, and small
world) and of the transmission
behaviour of individuals on
campaign performance.
Specifically, we identify
alternative social network
models to understand the
Bampo, Ewing, Mather,
Stewart, Wallace (2008) In
this paper, they deconstruct
the process and examine the
formation of the stimulated
digital network as distinct
from the underlying social
network.

19. mediating effects of the social
structures of these models on
viral marketing campaigns. Next,
we analyse an actual viral
marketing campaign and use the
empirical data to develop and
validate a computer simulation
model for viral marketing.
Finally, we conduct a number of
simulation experiments to
predict the spread of a viral
message within different types
of social network structures
under different assumptions and
scenarios. Our findings confirm
that the social structure of
digital networks play a critical
role in the spread of a viral
message. Managers seeking to
optimize campaign performance
should give consideration to
these findings before designing
and implementing viral
marketing campaigns. We also
demonstrate how a simulation
model is used to quantify the
impact of campaign
management inputs and how
these learnings can support
managerial decision making.
19 Article 19 - Marketing as
Multiplex: Screening
Postmodernism
Stephen Brown
1 August 1994
Abstract
Marketing academics have
recently been exhorted to
embrace postmodernism, the
so‐called “new perspective on
life and the human condition
that is sweeping across the
globe”. Using postmodernism′s
own tools of playfulness,
paradox and irreverence – in the
shape of the multiplex cinema as
a metaphor for marketing –
attempts to clarify some of the
confusion surrounding
postmodernism. Argues that
much of what passes for

20. postmodern marketing, is not,
and draws attention to several
shortcomings in the
postmodernist position.
Concludes that, although the
concept has much to contribute
to marketing discourse, the
adoption of postmodern
perspectives is not without
penalty.