[1] Li Peipei, Mei Shue, Zhong Weijun,. Deciding whether manufacturing firms share product linkson owned social media considering fan effects [J]. Journal of Southeast University (English Edition), 2022, 38 (4): 425-432. [doi:10.3969/j.issn.1003-7985.2022.04.012]

Copy

Deciding whether manufacturing firms share product linkson owned social media considering fan effects()

考虑粉丝效应的制造企业自媒体上产品链接分享决策

Share：

Journal of Southeast University (English Edition)[ISSN:1003-7985/CN:32-1325/N]

Volumn:

38

Issue:

2022 4

Page:

425-432

Research Field:

Economy and Management

Publishing date:

2022-12-20

Info

Title:

Deciding whether manufacturing firms share product linkson owned social media considering fan effects

考虑粉丝效应的制造企业自媒体上产品链接分享决策

Author(s):

Li Peipei;  Mei Shu’e;  Zhong Weijun

School of Economics and Management, Southeast University, Nanjing 211189, China

李培培;  梅姝娥;  仲伟俊

东南大学经济管理学院, 南京 211189

Keywords:

fan effect;  self-media marketing;  product link;  marketing effort

粉丝效应;  自媒体营销;  产品链接;  营销努力

PACS:

C934

DOI:

10.3969/j.issn.1003-7985.2022.04.012

Abstract:

An optimization model is proposed to examine the choice of sharing or not sharing the product link for manufacturing firms with owned social media by considering the role of fan effects. The equilibrium marketing effort level and firm profit in both cases are compared. The results show that the firm chooses to share(not share)the product link when the social platform commission rate is low(high). Moreover, the likelihood of sharing the product link increases as the fan effect weakens and the perceived conversion cost strengthens. Interestingly, the marketing effort level increases with the product price, but firm profit does not always follow. Additionally, as the fan effect and fan count grow, so does the firm’s profit. Furthermore, when the firm shares the product link, the level of marketing effort and firm profit decrease with the commission rate. Conversely, when the firm does not share the product link, those aforementioned factors increase as the perceived conversion cost declines. These results thus suggest that firms should enhance the influence of owned social media to attract more high-quality fans, and social platforms should optimize the product link functionality.

分别针对制造企业自媒体上分享和不分享产品链接, 考虑粉丝效应, 构建优化模型, 分析并比较2种情形下的营销努力和收益.研究表明:当社交平台抽成比例较低时, 企业选择分享产品链接;反之, 则选择不分享产品链接.随着粉丝效应的减弱和感知转换成本的提高, 企业更有可能分享产品链接.无论企业是否分享产品链接, 营销努力总是随产品价格的增加而提高;但企业利润并不总是随产品价格的增加而提高, 而是随粉丝效应的增强和自媒体账号粉丝数量的增多而提高.当企业分享产品链接时, 营销努力和企业利润随社交平台抽成比例的提高而降低;当企业不分享产品链接时, 营销努力和企业利润随感知转换成本的提高而降低.因此, 建议企业增强自媒体账号的影响力, 吸引更多优质粉丝;同时, 建议社交平台优化产品链接功能, 让更多企业选择分享产品链接.

References:

[1] Dolega L, Rowe F, Branagan E. Going digital? The impact of social media marketing on retail website traffic, orders and sales[J]. Journal of Retailing and Consumer Services, 2021, 60: 102501. DOI:10.1016/j.jretconser.2021.102501.
[2] Chung S, Animesh A, Han K, et al. Firms’ social media efforts, consumer behavior, and firm performance: Evidence from Facebook[C]//International Conference on Information Systems. Auckland, New Zealand, 2014: 14-17. DOI: 10.2139/ssrn.2448510.
[3] Chang H L, Chou Y C, Wu D Y, et al. Will firm’s marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products[J]. Decision Support Systems, 2018, 107: 13-25.DOI: 10.1016/j.dss.2017.12.011.
[4] Xie K R, Lee Y J. Social media and brand purchase: Quantifying the effects of exposures to earned and owned social media activities in a two-stage decision making model[J]. Journal of Management Information Systems, 2015, 32(2): 204-238. DOI:10.1080/07421222.2015.1063297.
[5] Gupta M, Sharma A. Enhance customer engagement via facebook fanpage for increased purchase intentions: Case of eWallet[M]//Research Anthology on Social Media Advertising and Building Consumer Relationships. IGI Global, 2022: 1117-1134. DOI: 10.4018/978-1-6684-6287-4.ch060.
[6] Thornhill M, Xie K R, Lee Y J. Social media advertising in a competitive market: Effects of earned and owned exposures on brand purchase [J]. Journal of Hospitality and Tourism Technology, 2017, 8(1): 87-100. DOI:10.1108/jhtt-10-2016-0068.
[7] Chung E, Farrelly F, Beverland M B, et al. Loyalty or liability: Resolving the consumer fanaticism paradox[J]. Marketing Theory, 2018, 18(1): 3-30. DOI: 10.1177/1470593117705696.
[8] Deveci G, Ercis A. Determining the influence of fanatical tendencies on consumption styles based on lifestyles [EB/OL].(2019-03-16)[2022-05-30]. https://ssrn.com/abstract=3341234.
[9] Redden J, Steiner C J. Fanatical consumers: Towards a framework for research[J].Journal of Consumer Marketing, 2000, 17(4): 322-337. DOI:10.1108/07363760010335349.
[10] Jin D P, Wang X X, Yao P. What makes brand fans fanatical? —A study of rooting based on insider perspective [J]. Management World, 2016(9):102-119. DOI:10.19744/j.cnki.11-1235/f.2016.09.009. (in Chinese)
[11] Xu X L, Meng R, Xu J Z. Research on the formation of brand fan effect in new media environment[J]. Operations Research and Management Science, 2021(11): 218-225. DOI:10.12005/orms.2021.0373. (in Chinese)
[12] Zhang S N, Li Y Q, Ruan W Q. Accept, resonate and share:The process mechanism of EWOM promoting the fan effect of internet celebrity restaurant[J]. Nankai Business Review, 2021, 24(3):37-51. DOI:10.3969/j.issn.1008-3448.2021.03.005. (in Chinese)
[13] Hsu L C. Building brand-fan relationships in social commerce contexts: Mediators of online brand relationships[J]. Journal of Theoretical and Applied Electronic Commerce Research, 2019, 14(2): 106-123. DOI:10.4067/s0718-18762019000200109.
[14] Lee C T, Hsieh S. The effects of social capital on brand evangelism in online brand fan page: The role of passionate brand love [EB/OL].(2017-06-27)[2022-05-30]. https://core.ac.uk/outputs/301369420.
[15] Zhou J H, Xu R F. Information disclosure and pricing strategies based on word of mouth of fans and general crowd[J]. Journal of Systems Science and Mathematical Sciences, 2021(8): 2199-2216. DOI:10.3969/j.issn.1008-3448.2021.03.005. (in Chinese)
[16] Zhou J H, Li Y X. Signaling strategy of brand enterprises under the economy of fandom[J]. Journal of Systems Engineering, 2022(1): 88-103. DOI:10.13383/j.cnki.jse.2022.01.008. (in Chinese)
[17] Tsay A A, Agrawal N. Channel conflict and coordination in the e-commerce age[J]. Production and Operations Management, 2004, 13(1): 93-110. DOI:10.1111/j.1937-5956.2004.tb00147.x.
[18] Zhang H G, Wang Z J, Hong X P, et al. Fuzzy closed-loop supply chain models with quality and marketing effort-dependent demand[J].Expert Systems with Applications, 2022, 207: 118081. DOI:10.1016/j.eswa.2022.118081.
[19] Kaya M, �D6;zer �D6;. Quality risk in outsourcing: Noncontractible product quality and private quality cost information[J]. Naval Research Logistics, 2009, 56(7): 669-685. DOI: 10.1002/nav.20372.
[20] Karray S, Martín-Herrán G, Zaccour G. Assessing the profitability of cooperative advertising programs in competing channels[J]. International Journal of Production Economics, 2017, 187: 142-158. DOI:10.1016/j.ijpe.2017.02.008.
[21] Ma P, Wang H Y, Shang J. Supply chain channel strategies with quality and marketing effort-dependent demand[J].International Journal of Production Economics, 2013, 144(2): 572-581. DOI:10.1016/j.ijpe.2013.04.020.
[22] Wang T E, Thai T D H, Ly P T M, et al. Turning social endorsement into brand passion[J].Journal of Business Research, 2021, 126: 429-439. DOI:10.1016/j.jbusres.2021.01.011.

Memo

Memo:

Biographies: Li Peipei(1994—), female, Ph.D. candidate; Mei Shu’e(corresponding author), female, doctor, professor, meishue@seu.edu.cn.
Foundation item: The National Natural Science Foundation of China(No.71871054).
Citation: Li Peipei, Mei Shu’e, Zhong Weijun.Deciding whether manufacturing firms share product links on owned social media considering fan effects[J].Journal of Southeast University(English Edition), 2022, 38(4):425-432.DOI:10.3969/j.issn.1003-7985.2022.04.012.

Common functions