산경연구논집 (IJIDB) Vol. 10 No. 6 (p.7-17)

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

키워드 :
Multilevel Marketing,Advertising Campaign,Customer-Salesperson Interactivity,Work Attitudes,and Sales Performance

목차

Abstract
1. Introduction
2. Research Background and Overview ofStudies
3. Pretest: Effects of Advertising onCustomer Response
  3.1. Methodology
  3.2. Results of Pretest and Discussion
4. Main Study 1: Effects of Advertising onSales Activity
  4.1. Hypotheses Development
  4.2. Methodology
  4.3. Results of Main Study 1
5. Main Study 2: Effects of Advertising onActual Sales Performance
  5.1. Propositions
  5.2. Methodology
  5.3. Results for Main Study 2
6. Conclusion
  6.1. Managerial and Theoretical Implications
  6.2. Limitations and Future Research
References

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.