Preliminary study on content categorization from a contributive perspective for social selling on LinkedIn

Abstract

The digital transformation has changed the sales process, resulting in the need to evolve and adapt the sales process. Through marketing and sales tools and tactics, social selling is proving to be a useful strategy for companies to position themselves at the beginning of the consumer journey.

Research in the area of social selling still remains fragmented, thus creating an opportunity for investigation. This paper presents a methodological approach to define the potential of social selling through the LinkedIn platform, based on a literature review of thirteen articles.

As social selling is related to content, one of the objectives of this article is to understand how content is categorized on social media. The results indicate that informative and entertainment content provide value and attract the interest of followers. Finally, there is a need to extend the research focus to other social networks.