The Use of Technology in Direct-Selling Marketing Channels: Digital Avenues for Dynamic Growth
Document Type
Article
Publication Date
4-3-2017
Description
Technology is transforming industries, challenging traditional marketing channels, and providing digital avenues for dynamic growth. The popularity of digital platforms has disrupted traditional distribution channels, increased reach of social networks, and changed the way people interact. This research examines how advanced technology is enabling direct sellers to create and maintain relationships. It investigates the multidimensional aspect of technology use and advances the proposition that it acts as a strategic success factor for customer relationship performance specifically within the peer-guided marketplace of direct selling. Using a survey of 114 direct sellers, findings suggest that, in general, technology use does enhance direct sellers' ability to create and maintain consumer relationships, especially among less-experienced salespeople.
Citation Information
Harrison, Dana E.; and Hair, Joseph F.. 2017. The Use of Technology in Direct-Selling Marketing Channels: Digital Avenues for Dynamic Growth. Journal of Marketing Channels. Vol.24(1-2). 39-50. https://doi.org/10.1080/1046669X.2017.1346979 ISSN: 1046-669X