Extroversion, Social Media Usage, and Sales
Johnson, Katherine E.
MetadataShow full item record
Social media is increasingly prominent in business, particularly in the sales process. This study looks at the effects of implementing social media based on the salesperson's personality and perceived success outcomes. This study examines whether extroversion and social media use contribute to success in sales. A survey was created by using previous literature and was then administered to salespeople in the financial service, real estate, and technology industries. Levels of extroversion, based on the 'Big Five' personality test for extroversion, were assessed. Social media usage based on a variety of factors, including frequency of use, the number of platforms, and how social media is used during the sales process, were evaluated. Success was defined by the salespersons themselves and reported based on the salesperson self-assessment of success. This study found that the personality trait of extroversion did not affect how much social media was used in the sales process or the level of success of the salesperson. This study found that the use of social media in the sales process contributed to success in sales, suggesting that a salesperson's unconscious personality trait of extroversion is not as important in successful sales as the conscious factor of incorporating social media into the sales process.