Authors
Jia Chen, Gang Kou, Yi Peng, Xiangrui Chao, Feng Xiao, Fawaz E Alsaadi
Publication date
2020/8/26
Journal
Internet Research
Volume
30
Issue
5
Pages
1565-1581
Publisher
Emerald Publishing Limited
Description
Purpose
Social media commerce provides a convenient way for users to share information and interact with each other. Few studies, however, have examined the effect of marketing messages and consumer engagement behaviors on the economic performance of marketing. This study, therefore, explored the economic performance of social media in terms of marketing messages and consumer engagement.
Design/methodology/approach
Using ordinary least squares regression and data collected from Weibo and Maoyan, this study analyzed the effects among marketing messages, consumer engagement and movie ticket sales.
Findings
The results indicated that marketing messages on Weibo had a positive effect on box office revenues, while consumer engagement behavior (whether personal or interactive) did not affect box office revenues. The results suggested that marketing messages on social media have …
Total citations
Scholar articles
J Chen, G Kou, Y Peng, X Chao, F Xiao, FE Alsaadi - Internet Research, 2020