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Social media use and B2B salespeople performance: an integrated bibliometric analysis and systematic literature review
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DOI：10.1080/23311975.2026.2630443.png)
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Abstract
En 中文
The growing trend of digitalisation and the widespread use of social media have significantly reshaped customer behaviour across markets, including the Business to Business (B2B) sector, while also transforming patterns of business interaction. In response to these changes, research has increasingly examined social media’s role in B2B contexts, particularly its association with B2B salespeople’s performance. This study maps the literature on B2B salespeople’s social media use and examines its impact on performance, considering mediating and moderating factors as well as cultural differences between Western and Eastern contexts. Using the SPAR-4-SLR protocol, this study analyzed Scopus- and WoS-indexed articles (2012–2025) through bibliometric analysis and a systematic review, with Biblioshiny in R used for the analysis. The results show fluctuating publication trends, with the United States dominating research contributions. Bibliographic coupling identified three thematic clusters that representing the field’s core intellectual structure: customer relationships, digital strategies, and the B2B sales process. The SLR confirms a significant relationship between social media utilisation and salespeople’s performance, both directly and through context-specific mediating and moderating factors. Finally, strategies for enhancing sales performance through social media are synthesised and tailored to Western and Eastern cultural contexts, offering practical guidance for developing organisational social media policies.
Keywords:
Social media
B2B salespeople
performance
SPAR-4-SLR
bibliometric
systematic literature review
Business
management and accounting
marketing management
marketing
Journal
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