Amplifying retailers' sales with a hub's owned and earned social media: The moderating role of marketplace organic search

被引：9

作者：

Vieira, Valter Afonso ^{[1
]}

Almeida, Marcos Inacio Severo de ^{[2
]}

Schreiner, Thomas Frank ^{[3
]}

机构：

[1] Univ Estadual Maringa, Ave Colombo,5790 Vila Esperanca, BR-87020270 Maringa, Parana, Brazil

[2] Univ Fed Goias, Chacaras Recreio Samambaia, Goias CEP 74690, Ave Esperanca S-N Chacaras Recreio Samambaia, BR-74690900 Goiania, Go, Brazil

[3] Univ Hamburg, Moorweidenstr 18, D-20148 Hamburg, Germany

来源：

INDUSTRIAL MARKETING MANAGEMENT | 2022年 / 101卷

关键词：

Organic search; Retail; Sales; Hub; Blog; Marketplace; Facebook; WORD-OF-MOUTH; USER-GENERATED CONTENT; IDENTITY THEORY; CONSUMER-BEHAVIOR; IMPACT; FIRM; PERFORMANCE; FRAMEWORK; FUTURE; TECHNOLOGY;

D O I：

10.1016/j.indmarman.2021.12.012

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

A hub firm is an agent that connects retailers to marketplace structures with the aim of selling products to final customers. Although social media is a decisive driver of consumer outcomes, it is unclear how a hub firm's earned and owned social media influences retailers' sales. Drawing on social identity theory, the authors propose a theoretical model that addresses the effects of blog comments, Facebook comments, fan following, and organic search sources (from a hub) on retailers' performance. In addition, the authors suggest that marketplace organic search moderates these main effects. Building on 4107 observations from 615 individual retailers across 26 months, the proposed model reveals that blog and Facebook comments, fan following, and hub organic search increase retailers' sales. Moreover, the results support the moderating role of marketplace organic search in amplifying these effects. Specifically, the effect of the interaction between marketplace organic search and hub organic search is significantly greater than that of the other examined interactions with Facebook or blog comments.

引用

页码：165 / 175

页数：11

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