Published February 28, 2018
| Version v1
Journal article
Open
THE IMPACT OF SOCIAL-MEDIA PERFORMANCE ON SALES OF RETAIL-FOOD BRANDS
Description
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.
Files
01_IJRG18_A02_1118.pdf
Files
(809.2 kB)
Name | Size | Download all |
---|---|---|
md5:eb64e4b558583cfd94d4da8730827fa2
|
809.2 kB | Preview Download |