Michael T. Krush, associate professor of marketing and director of the Center for Professional Selling and Sales Technology, was recently recognized for the Outstanding Article 2016 for Industrial Marketing Management.

Krush co-wrote the paper with Raj Agnihotri, Rebecca Dingus and Michael Y. Hu. The article, “Social Media: Influencing Customer Satisfaction in B2B Sales,” was published in Industrial Marketing Management Volume 53, February 2016.

The outstanding paper was determined by Industrial Marketing Management's readers. The journal measured the number of times the paper was downloaded during the year. 

The article examined how the use of social media may yield positive results for sales organizations if salespeople utilize it in facilitating their behaviors. According to the article abstract, “Salesperson responsiveness is found to have a positive relationship with customer satisfaction. Findings suggest that social media plays an important role in communicating information to customers, but as an antecedent enhancing salesperson behaviors to increase customer satisfaction rather than a direct factor.”

The journal provides theoretical, empirical and case-based research to meet the needs of marketing researchers and practitioners in industrial and business-to-business markets. Scholars from North America, Europe, Australia/New Zealand, Asia and other regions of the world offer the latest findings to improve effectiveness and efficiency in industrial markets.

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