Social media and customer acquisition performance in Ho Chi Minh City

Abstract

This paper examines the impact of salespeople’s social media adoption on customer acquisition performance in Ho Chi Minh City by using exploratory factor analysis. The paper focuses on analyzing the impact of salespeople’s social media adoption on the customer acquisition performance in Ho Chi Minh City, and then proposing implications to improve the performance. Data employed in this paper were collected from our survey of 237 individuals from all types of businesses in Ho Chi Minh City. Our findings show that the salespeople’s social media adoption has a positive impact on the customer acquisition performance. In addition, the customer acquisition performance is also affected by the COVID-19 pandemic, sales orientation, multi-channel cooperation, time management skills, sales experience and attitude toward CRM usage.