Co-Value Based Selling as a Bridge Between Social Media Use and Sales Performance

Abstract

Despite widespread use of social media in marketing, research on its impact on sales performance is limited and many firms lack guidance on using it effectively. This study examines how social media usage affects sales performance through co-value based selling in SMEs in the food and beverage sector.

A quantitative survey of 150 food and beverage SMEs was conducted using a task technology fit approach to examine how social media usage affects sales performance through co-value based selling. The study addresses a gap in literature on linking social media use to sales performance.

The results show that social media usage has a positive effect on co-value based selling, and co-value based selling in turn has a positive effect on sales performance.

The study is limited to 150 food and beverage SMEs, so results may not apply to other sectors, Still, it suggests that using social media alongside co-value based selling can help improve sales performance.

Managers should provide training and support for social media use and encourage co-value based selling, as aligning these tools with sales tasks helps improve customer value and boots sales performance.

It fills a research gap by showing how co-value based selling mediates the effect of social media usage on sales performance in foof dan beverage SMEs