English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 111315/142224 (78%)
Visitors : 48367005      Online Users : 825
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 >  Item 140.119/115650


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/115650


    Title: Will firm`s marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products
    Authors: 張欣綠
    Chang, Hsin-Lu
    Chou, Yen-Chun
    Wu, Dai-Yu
    Wu, Sou-Chein
    Contributors: 資訊管理學系
    Keywords: Owned social media marketing;Tourism;Travel agency;Social media performance;Facebook campaign;Difference in difference
    Date: 2018-03
    Issue Date: 2018-01-30 15:17:23 (UTC+8)
    Abstract: 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.
    Relation: Decision Support Systems, Volume 107, Pages 13-25
    Data Type: article
    DOI 連結: https://doi.org/10.1016/j.dss.2017.12.011
    DOI: 10.1016/j.dss.2017.12.011
    Appears in Collections:[資訊管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    j.dss.2017.12.011.pdf440KbAdobe PDF2452View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback