Conde, Richard, Victor Prybutok, and Cameron Sumlin. "The utilization of online sales forums by salespeople as a mesosystem for enhancing sales-activity knowledge." Journal of Business & Industrial Marketing 36.4 (2021): 630-640.

This paper uses netnography to explore how 192 inside sales agents use discussion forums to form communities of practice (CoPs) and enhance their sales knowledge. Grounded in situated learning theory, the study examines how these agents leverage CoPs and external information sources within their mesosystem to improve their sales activities and knowledge outcomes.