This paper explores academic literature of online behaviors through typologies and social styles and the potential impact on relationship development in the B2B sales process. A conceptual model and online persona matrix are offered. The paper concludes with discussion and detailed propositions for future research.
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Kemp, April, "Exploring Online Sales Personas: Toward a Model of Online Strategic Relationship Development" (2018). Association of Marketing Theory and Practice Proceedings 2018. 19.