Social media, customer engagement, and sales organizations: A research agenda

Organizations continue to make investments in social media with the hope that it will help their sales force in improving engagement with customers. The academic literature on social media use in business markets has supported the growth and utilization of such technology; however, much more work is needed. This article, building upon the recent scholarly advances and considering a managerial perspective, offers suggestions to guide future academic research examining the links between social media use and customer engagement within the B2B sales domain. Several research questions are presented under the four broad topics, namely utility of social media technologies, context matters, social media pitfalls, and futuristic social media applications.