THE IMPACT OF SOCIAL-MEDIA PERFORMANCE ON SALES OF RETAIL-FOOD BRANDS

Qingqing Chang; Yuqi Peng; Paul D. Berger

doi:10.29121/granthaalayah.v6.i2.2018.1535

Authors

Qingqing Chang Bentley University Waltham, MA 02452, U.S.A
Yuqi Peng Bentley University Waltham, MA 02452, U.S.A
Paul D. Berger Bentley University Waltham, MA 02452, U.S.A.

DOI:

https://doi.org/10.29121/granthaalayah.v6.i2.2018.1535

Keywords:

Social-Media, Twitter, YouTube, Instagram, Retail-Food Industry, Multiple Regression, Stepwise Regression

Abstract [English]

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.

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