Effects of Advertising Campaign on the Salesperson’s Performance: Should a Multilevel Marketing Firm Advertise Its Brand to Customers?

• 발행기관: 한국유통과학회
• 저자명: Changjo, YOO Yooncheong CHO
• 간행물 정보: 『산경연구논집(JIDB)』Volume.10 No.6, 7~17쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

Purpose - The purpose of this study is to explore how advertising for multilevel marketing brands affect the salesperson’s activity including customer-salesperson interactivity, work attitude, and perceived and actual performance after the campaign. Research Design, data, and methodology - This study collects experimental data, survey data, and actual sales data and applies statistical analyses such as factor analysis, t-tests, and a structural equation model. Results - The results show that advertising campaign can enhance a salesperson’s selling activities and provide wide managerial implications to a multilevel marketing firm by filling the gaps for the field of advertising research. Conclusions - Managerial implications include: i) multilevel marketing firms should consider advertising campaigns as a means of changing customer responses because advertising plays a significant role in increasing familiarity with, and knowledge of, attitudes toward the brand, which also helps salespeople interact with customers; ii) multilevel marketing firms should consider brand advertising as a means to support the sales activities of salespeople including sales effectiveness, work attitudes, and perceived performance, and iii) multilevel marketing firms should consider brand advertising as a means to enhance a salesperson’s pride and motivation for selling their brand, which will lead to improved sales performances

목차

1. Introduction

2. Research Background and Overview of Studies

3. Pretest: Effects of Advertising on Customer Response

4. Main Study 1: Effects of Advertising on Sales Activity

5. Main Study 2: Effects of Advertising on Actual Sales Performance

6. Conclusion

키워드

Multilevel Marketing Advertising Campaign Customer-Salesperson Interactivity Work Attitudes Sales Performance