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    政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 >  Item 140.119/115650


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    題名: Will firm`s marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products
    作者: 張欣綠
    Chang, Hsin-Lu
    Chou, Yen-Chun
    Wu, Dai-Yu
    Wu, Sou-Chein
    貢獻者: 資訊管理學系
    關鍵詞: Owned social media marketing;Tourism;Travel agency;Social media performance;Facebook campaign;Difference in difference
    日期: 2018-03
    上傳時間: 2018-01-30 15:17:23 (UTC+8)
    摘要: A growing number of travel agencies use social media to promote their services and reach target customers despite some doubt regarding the effectiveness of these tools. Nevertheless, most prior studies adopt a customer-centric perspective to explore the usefulness of earned social media run by third parties. Few have examined a firm`s active role in online social interactions. This paper distinguishes owned media from earned media by site ownerships and communication paths, and examines a firm`s marketing efforts on its owned Facebook brand page. Working with a leading travel agency, we collected a matched sample of products with Facebook marketing (treatment group) and those without Facebook marketing (control group). Using a quasi-experimental design and difference-in-difference estimation, we evaluate the effect of a firm`s efforts on Facebook marketing campaigns after controlling time-fixed selection bias and common time-series heterogeneity. The results show that Facebook campaign activities have a positive impact on sales of tourism products. Furthermore, based on the cognitive fit theory, sales are found to increase when a travel agency promotes tourism products that are highly structured, medium-priced, or medium-length, or that require more tourist involvement. Such effects are further examined across different quantiles of sales and in different time spans to see when product moderations are more prominent. The empirical findings facilitate decision-making of e-commerce managers in the tourism industry not only by justifying the effectiveness as well as budget allocation of owned social media marketing, but also by providing a rudimentary guidance on the product selection in Facebook marketing campaigns.
    關聯: Decision Support Systems, Volume 107, Pages 13-25
    資料類型: article
    DOI 連結: https://doi.org/10.1016/j.dss.2017.12.011
    DOI: 10.1016/j.dss.2017.12.011
    顯示於類別:[資訊管理學系] 期刊論文

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