2018
DOI: 10.29121/granthaalayah.v6.i2.2018.1535
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The Impact of Social-Media Performance on Sales of Retail-Food Brands

Abstract: This paper considers the relationship between various social-media activities of a company/brand and its sales. We use quarterly revenue data of 13 retail-food brands, over 4 quarters, as our dependent variable. We use 6 independent variables involving the social-media activity of these companies on Twitter, YouTube, and Instagram. We use descriptive statistics to describe our data, and use simple, multiple, and stepwise regression to perform our analyses. We find that certain social-media activities do, indee… Show more

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Cited by 3 publications
(4 citation statements)
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“…To keep pace with sales practices, many multinational firms have invested significant resources into new information communication technologies (Weber and Haseki, 2019). Extant literature documents increasing SMM importance in today’s marketplace (Chang et al , 2018; Opute, 2017, 2020a), a shift that finds its plausibility in the market power shift from organizations to consumers (Agnihotri et al , 2012; Opute, 2017; Constantinides, 2014). Thus, SMM has changed the marketplace power balance between organizations and customers: consumers are, therefore, assuming high strategic importance for organizations and can compare prices, strongly voice their dissatisfaction and opt for the best sales deals (Edelman and Singer, 2015; Opute, 2017).…”
Section: Literature Review and Theoretical Perspectivementioning
confidence: 99%
“…To keep pace with sales practices, many multinational firms have invested significant resources into new information communication technologies (Weber and Haseki, 2019). Extant literature documents increasing SMM importance in today’s marketplace (Chang et al , 2018; Opute, 2017, 2020a), a shift that finds its plausibility in the market power shift from organizations to consumers (Agnihotri et al , 2012; Opute, 2017; Constantinides, 2014). Thus, SMM has changed the marketplace power balance between organizations and customers: consumers are, therefore, assuming high strategic importance for organizations and can compare prices, strongly voice their dissatisfaction and opt for the best sales deals (Edelman and Singer, 2015; Opute, 2017).…”
Section: Literature Review and Theoretical Perspectivementioning
confidence: 99%
“…The following are the results of the coefficient of determination analysis shown in Table 7. Chang et al (2018). The results of the second hypothesis can be said that the better the quality of the products offered by Paradise Cafe to its consumers, the higher the sales volume, supported by previous research conducted by Mokalu and Tumbel (2015).…”
Section: Coefficient Of Determination (R2)mentioning
confidence: 53%
“…Salah satunya adalah meningkatkan kinerja pemasaran, yang pengukuran kinerjanya dilihat dari peningkatan volume penjualan, pertumbuhan konsumen dan pertumbuhan pendapatan (Tajvidi & Karami, 2017). Chang et al (2018) menyatakan penggunaan media sosial berpengaruh terhadap pendapatan penjualan. Intensitas yang tinggi dalam mempromosikan produk melalui sosial media dapat menumbuhkan ketertarikan calon pembeli untuk membeli produk tersebut (Wang & Kim, 2017).…”
Section: Hubungan Antar Variabelunclassified
“…pendapatan penjualan. Apabila jumlah pendapatan penjualan meningkat maka akan mencapai kinerja pemasaran yang lebih baik (Chang et al, 2018). Penggunaan media sosial terbukti berpengaruh signifikan terhadap kinerja pemasaran UMKM dalam meningkatkan laba dan pendapatan penjualan (Tajvidi & Karami, 2017).…”
Section: Hubungan Antar Variabelunclassified