Format:
1 Online-Ressource (66 p)
Content:
We examine the impact of firm social media engagement on sales performance and answer the “whether,” “what,” and “how” questions. The study used a quasi-experimental design in a social e-commerce setting, for which propensity score matching and difference-in-differences methods quantify a mean 20.67% sales increase after firm social media adoption. We also found that firms that sell low-involvement products benefit more from social media adoption than do those that sell high-involvement products. Further, in regard to how to manage social media engagement, we find that more blog postings, informative content, and social media followers generate greater sales impact and that such efforts are more beneficial to high-involvement firms. We use instrumental variables and control function method to address endogeneity issues and conduct robustness checks to support our conclusion. This study sheds light on the value of social media, particularly in regard to industry differences and firm know-how
Note:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments June 29, 2020 erstellt
Language:
English
DOI:
10.2139/ssrn.2956420
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