Social Group Buying as a Marketing Strategy

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dc.contributor.authorChen, Huiyan
dc.contributor.authorPeng, Jing
dc.contributor.authorGuan, Mengcheng
dc.contributor.authorLi, Jianbin
dc.date.accessioned2022-12-27T19:13:05Z
dc.date.available2022-12-27T19:13:05Z
dc.date.issued2023-01-03
dc.description.abstractSocial group buying (SGB) is a novel form of group buying that encourages customers to purchase deeply discounted products together with friends. Over the past few years, SGB has become a popular marketing strategy for online sellers to acquire new customers. Using a dataset from an e-commerce platform, we investigate whether and how SGB affects the sales of sellers. We find that enrolling a few products into SGB has a positive spillover effect on the sales of the sellers’ other products, and the effect varies substantially across different types of sellers. Specifically, the positive spillover effect is larger for smaller sellers and more diversified sellers. Moreover, we find that the spillover effect exhibits similar heterogeneity at the brand level, except that it can be negative for large brands and non-diversified brands. This finding suggests that sellers may gain from SGB at the expense of large or non-diversified brands.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2023.536
dc.identifier.isbn978-0-9981331-6-4
dc.identifier.other33292709-231c-4789-9e29-dddcd33782a7
dc.identifier.urihttps://hdl.handle.net/10125/103168
dc.language.isoeng
dc.relation.ispartofProceedings of the 56th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSocial Commerce: The Good, the Bad, and the Ugly
dc.subjectbrand
dc.subjectgroup buying
dc.subjectseller
dc.subjectsocial shopping
dc.subjectspillover effect
dc.titleSocial Group Buying as a Marketing Strategy
dc.type.dcmitext
prism.startingpage4401

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Social Commerce: The Good, the Bad, and the Ugly