Intrinsic Characteristics or Earned It? A Discussion of Firm Attractive Traits and Their Social Media Engagement
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2019-01-08
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Abstract
Celebrity firms can gain management, marketing,
and financial benefits. Being popular on social media
has been proven to have a similar effect. Based
on nearly 5,000 actively traded US firms data, this
paper discusses the factors that drive users to follow
them. The factors were explored from two aspects: the
firm’s intrinsic characteristics and firm social media
engagement. Our results show that there are ”engaging
traits” that attract users meaning that some firms are
‘born-to-be’ more popular than others. Luckily for those
less attractive firms, they can take advantage of social
media engagements to increase their popularity levels
and to eventually enjoy marketing and management
benefits, because social media engagements have
stronger impacts on the level of firm celebrity. However,
firm intrinsic characteristics, which have long been
ignored by previous studies, might play a bigger role
in the future with the diminishing marginal returns of
social engagements.
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Electronic Marketing, Internet and the Digital Economy, Firm Intrinsic Characteristics. Attractive Traits; Firm Popularity, Firm Celebrity
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10 pages
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Proceedings of the 52nd Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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