A Poisoned Chalice: Impact of Introducing a Store on Social Media Fan Pages on Customer Engagement and Product Sales

Date
2018-01-03
Authors
Wang, Shuting Ada
Wattal, Sunil
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
Ending Page
Alternative Title
Abstract
While social media fan pages are being widely used by firms, their value in terms of influencing customer behavior is not clear. In this study, we examine the impact of introducing "stores" on social media fan pages on customer engagement and purchase. Using a unique dataset from a fashion retailer, we find that opening a fan page store can lead to negative outcomes for the firm. Our results suggest that introducing a fan page store significantly reduces customer engagement with the fan page by 26%. More importantly, results indicate that introducing a fan page store decreases the retailer’s sales by 4.6%. The study informs managerial practice on whether to leverage fan page stores for enhancing customer engagement and promoting sales.
Description
Keywords
Strategy, Information, Technology, Economics, and Society (SITES), Customer engagement, fan pages, online stores, social media, sales, purchases
Citation
Extent
9 pages
Format
Geographic Location
Time Period
Related To
Proceedings of the 51st Hawaii International Conference on System Sciences
Table of Contents
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International
Rights Holder
Local Contexts
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.