Activating salesperson resilience during the COVID-19 crisis: The roles of employer event communication and customer demandingness

摘要: Abstract Business-to-business (B2B) sales sector is among the business sectors severely affected by COVID-19 outbreak. It critical to understand how help workforce in B2B grow resilient through such a crisis. The main aim of this study examine role employer event communication fostering salesperson resilience. data were collected from 447 employees manufacturing firms an Asian emerging market during pandemic results revealed positive link between and Deliberate rumination was detected as mediator for relationship However, while significant negative association observed intrusive rumination, non-significant occurred Customer demandingness moderated effects deliberate on Discussions theoretical practical implications are displayed.