Leveraging social media for proactive service performance: exploring the moderating role of digital selling environment and salesperson bricolage

Salespeople play a crucial role in enabling value creation with the buyers. However, only limited research has examined the determinants and boundary conditions of proactive service performance. Adopting a job demands-resources theory perspective, the findings support our framework in that salespeople’s social media integration is positively related to their proactive service performance. We also find that the digital selling environment has a positive moderating effect on this relationship. Lastly, salesperson bricolage is a critical personal resource that helps salespeople orchestrate available resources such that it further strengthens the interaction effect of the digital selling environment.