THE IMPACT OF SOCIAL-MEDIA PERFORMANCE ON SALES OF RETAIL-FOOD BRANDS
| Autor: | Yuqi Peng, Qingqing Chang, Paul D. Berger |
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| Rok vydání: | 2018 |
| Předmět: |
Variables
Descriptive statistics media_common.quotation_subject 05 social sciences Stepwise regression Social-Media YouTube Retail-Food Industry Multiple Regression Stepwise Regression Retail food 0502 economics and business Linear regression Econometrics Revenue 050211 marketing Social media Business 050203 business & management media_common |
| Zdroj: | International Journal of Research -GRANTHAALAYAH. 6:1-12 |
| ISSN: | 2350-0530 2394-3629 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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