To read the full version of this content please select one of the options below:

Effect of marketing messages and consumer engagement on economic performance: evidence from Weibo

Jia Chen (Southwestern University of Finance and Economics, Chengdu, China)
Gang Kou (Southwestern University of Finance and Economics, Chengdu, China)
Yi Peng (University of Electronic Science and Technology of China, Chengdu, China)
Xiangrui Chao (Sichuan University, Chengdu, China)
Feng Xiao (Southwestern University of Finance and Economics, Chengdu, China)
Fawaz E. Alsaadi (King Abdulaziz University, Jeddah, Saudi Arabia)

Internet Research

ISSN: 1066-2243

Article publication date: 3 July 2020

Issue publication date: 26 August 2020

Abstract

Purpose

Social media commerce provides a convenient way for users to share information and interact with each other. Few studies, however, have examined the effect of marketing messages and consumer engagement behaviors on the economic performance of marketing. This study, therefore, explored the economic performance of social media in terms of marketing messages and consumer engagement.

Design/methodology/approach

Using ordinary least squares regression and data collected from Weibo and Maoyan, this study analyzed the effects among marketing messages, consumer engagement and movie ticket sales.

Findings

The results indicated that marketing messages on Weibo had a positive effect on box office revenues, while consumer engagement behavior (whether personal or interactive) did not affect box office revenues. The results suggested that marketing messages on social media have more salient effects for predicting economic performance than consumer engagement behaviors.

Originality/value

This study underscores the importance of social media in consumer purchasing behavior. The findings also extend the literature related to commerce and product message design on social media platforms.

Keywords

Acknowledgements

This research has been partially supported by grants from the National Natural Science Foundation of China (#U1811462, #71725001, #71874023 and #71910107002) and the major project of the National Social Science Foundation of China (19ZDA092).

Citation

Chen, J., Kou, G., Peng, Y., Chao, X., Xiao, F. and Alsaadi, F.E. (2020), "Effect of marketing messages and consumer engagement on economic performance: evidence from Weibo", Internet Research, Vol. 30 No. 5, pp. 1565-1581. https://doi.org/10.1108/INTR-07-2019-0296

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited