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Social Media Brand Engagement as a Proxy for E-commerce Activities: A Case Study of Sina Weibo and JD
[article]
2018
arXiv
pre-print
E-commerce platforms facilitate sales of products while product vendors engage in Social Media Activities (SMA) to drive E-commerce Platform Activities (EPA) of consumers, enticing them to search, browse and buy products. The frequency and timing of SMA are expected to affect levels of EPA, increasing the number of brand related queries, clickthrough, and purchase orders. This paper applies cross-sectional data analysis to explore such beliefs and demonstrates weak-to-moderate correlations
arXiv:1810.05944v1
fatcat:no6grsjhcrfs7hvibbrtbjkt54