Conference proceeding
Do Facebook Activities Increase Sales?
AMCIS 2015 PROCEEDINGS
01/01/2015
Abstract
Facebook is a one of the most popular social media platforms and its increasing adoption by business is leading to the shift of traditional marketing to social marketing (Nair 2011). This study investigates two related questions: 1) whether the use of Facebook impacts companies' sales; 2) whether the increased Facebook activities leads to higher companies' sales. We find that, on average, companies adopted Facebook have sales 0.1% higher than those not. We also find if a company increases its Facebook posts (interactions) by 1%, its annual sales will increase by roughly 0.06% (0.03%). Our study provides evidence that Facebook activities are significantly and positively associated with companies' annual sales though their impacts are relatively small in terms of effect size. We also provide caveats to the interpretation of our results and discuss directions for future research.
Details
- Title: Subtitle
- Do Facebook Activities Increase Sales?
- Creators
- Mi (Jamie) Zhou - Virginia TechZhilei Qiao - Virginia TechXuan Zhang - Virginia TechQianzhou Du - Virginia TechAlan G. Wang - Virginia TechWeiguo (Patrick) Fan - Virginia Tech
- Resource Type
- Conference proceeding
- Publication Details
- AMCIS 2015 PROCEEDINGS
- Publisher
- Assoc Information Systems
- Number of pages
- 8
- Language
- English
- Date published
- 01/01/2015
- Academic Unit
- Business Analytics
- Record Identifier
- 9984380395302771
Metrics
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