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.
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution 3.0 License.
Kemp, April, "Exploring Online Sales Personas: Toward a Model of Online Strategic Relationship Development" (2018). Association of Marketing Theory and Practice Proceedings 2018. 19.
About the Authors
April Kemp is a Doctoral student at the University of South Alabama and an Instructor of Marketing at Southeastern Louisiana University.