publication . Article . Other literature type . 2018

THE IMPACT OF SOCIAL-MEDIA PERFORMANCE ON SALES OF RETAIL-FOOD BRANDS

Qingqing Chang; Yuqi Peng; Paul D. Berger;
Open Access
  • Published: 28 Feb 2018
Abstract
<jats:p>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, indeed, positively relate to quarterly sales revenue.</jats:p>
Subjects
free text keywords: Social-Media; Twitter; YouTube; Instagram; Retail-Food Industry; Multiple Regression; Stepwise Regression., Retail food, Social media, Business, Advertising
Download fromView all 4 versions
ZENODO
Article . 2018
Provider: ZENODO
Zenodo
Other literature type . 2018
Provider: Datacite
Zenodo
Other literature type . 2018
Provider: Datacite
Any information missing or wrong?Report an Issue