Open AccessTHE IMPACT OF SOCIAL-MEDIA PERFORMANCE ON SALES OF RETAIL-FOOD BRANDS
Author(s) -
Qingqing Chang,
Yuqi Peng,
Paul D. Berger
Publication year - 2018
Publication title -
international journal of research - granthaalayah
Language(s) - English
Resource type - Journals
eISSN - 2394-3629
pISSN - 2350-0530
DOI - 10.29121/granthaalayah.v6.i2.2018.1535
Subject(s) - social media , revenue , business , descriptive statistics , marketing , retail sales , advertising , regression analysis , variables , statistics , computer science , mathematics , accounting , world wide web
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.