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Deciphering Older Female Salespeople’s Motivation to Use Social Media in Sales: Insights from Malaysia

In: Emerging Technologies in Business

Author

Listed:
  • Helen Hui Ping Ho

    (Monash University Malaysia)

  • Soo Yeong Ewe

    (Monash University Malaysia)

  • Pei-Lee Teh

    (Monash University Malaysia
    Monash University Malaysia)

Abstract

Social media has transformed business practices, especially during and after the COVID-19 pandemic, and organizations have increasingly acknowledged the impact of social media on their businesses. In the sales context, studies on older salespeople’s adoption of social media to increase their sales performance remain scarce in the literature. Using a qualitative approach, this study provides valuable insights into the motivations of older salespeople to learn and use new technologies and attain a higher level of social media engagement. Through interviews with 20 older female salespeople from the financial industry, and the consumer and household products sectors, the researchers found that older salespeople were externally and internally driven to learn new technology. External drivers included salespeople’s fear of missing out further (FOMOF), ineffective and obsolete selling approaches, and losing sales. Internal drivers included the desire to become a role model for younger team members, building a personal brand, and self-improvement. The findings provide substantial theoretical and practical implications to the body of sales literature.

Suggested Citation

  • Helen Hui Ping Ho & Soo Yeong Ewe & Pei-Lee Teh, 2024. "Deciphering Older Female Salespeople’s Motivation to Use Social Media in Sales: Insights from Malaysia," Springer Books, in: Andrei O. J. Kwok & Pei-Lee Teh (ed.), Emerging Technologies in Business, pages 129-149, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-2211-2_6
    DOI: 10.1007/978-981-97-2211-2_6
    as

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