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Haya Ajjan presents paper at Academy of Marketing Science conference

The associate professor of management information systems discussed the impact of various technologies on salesperson outcomes in direct selling marketing channels.

Haya Ajjan, associate professor of management information systems in the Martha and Spencer Love School of Business and director of the Center for Organizational Analytics, presented a co-authored paper exploring technology use in direct selling marketing channels at the 2018 Academy of Marketing Science conference.

Ajjan and co-author Dana Harrison, Eastern Tennessee State University, presented “Exploring the Role of Technology in Promoting CRM Capabilities in Direct Selling Marketing Channels,” which they co-authored with Joe Hair, South Alabama University.

The paper’s abstract:

“Technology has been serving as a catalyst to support company growth and performance over the last twenty years. Through the increasing acceptance of digital platforms, society has witnessed the transformation of how people interact and companies conduct business. Beyond traditional business models, direct selling companies are expanding beyond face-to-face interaction; employing and promoting the use of technology (e.g. social media sites, mobile messaging, and company sponsored websites) to reach consumers.

“The channel has grown to represent a $36 billion industry within the United States. According to the Direct Selling Association, 20.5 million people within the United States are now involved in the direct selling channel. Due to the increasing economic impact of the direct selling channel, it is critical to explore the relationship of technology and performance of direct selling consultants.

“The purpose of this paper is to explore the impact of various technologies on salesperson outcomes in direct selling marketing channels. There are three research questions: Does the type of technology infusion impact customer relationships and salesperson performance? What is the role of customer relationship capabilities in understanding technology use and salesperson outcomes? Does age effect technology use, customer relationship capabilities and salesperson performance?”

The Academy of Marketing Science is a full- service, scholarly professional organization dedicated to promoting high standards and excellence in the creation and dissemination of marketing knowledge and the furtherance of marketing practice.

Nicole Filippo,
7/9/2018 3:05 PM