Skip navigation

On the optimal marketing aggressiveness level of C2C sellers in social media: Evidence from China

On the optimal marketing aggressiveness level of C2C sellers in social media: Evidence from China

Wang, Xu, Baesens, Bart and Zhu, Zhen ORCID: 0000-0003-0258-1454 (2018) On the optimal marketing aggressiveness level of C2C sellers in social media: Evidence from China. Omega, 85. pp. 83-93. ISSN 0305-0483 (doi:https://doi.org/10.1016/j.omega.2018.05.014)

Full text not available from this repository. (Request a copy)

Abstract

Social media has become a widely used marketing tool for reaching potential customers. Because of its low cost, social media marketing is especially appealing to customer-to-customer (C2C) sellers. Customers can also benefit from social media marketing by learning about products and by interacting with sellers in real time. However, a seller's marketing microblogs may backfire on her for dominating the social space. Defining the marketing popularity as the average number of likes each seller receives per marketing-related microblog and defining the marketing aggressiveness level as the proportion of her marketing-related microblogs, this paper empirically quantifies the optimal level of marketing aggressiveness in social media to achieve the maximum popularity. We gather the data from China's largest microblogging platform, Sina Weibo, and the sellers in our sample are from China's largest C2C online shopping platform, Taobao. We find that the empirical relationship between the marketing aggressiveness level and the marketing popularity follows an inverted U-shape curve, where the optimal level is around 30%. In addition, we find a saturation effect of the number of followers on marketing popularity after it reaches around 100,000. Our findings imply that social media marketing should not overlook customers' social needs. Our measure of marketing aggressiveness provides a dynamic business metric for practitioners to monitor so as to improve their marketing and managerial decision making process.

Item Type: Article
Uncontrolled Keywords: Marketing; Aggressiveness; Social Media; Electronic Commerce; Microblog; Popularity
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Networks and Urban Systems Centre (NUSC) > Centre for Business Network Analysis (CBNA)
Faculty of Business > Department of International Business & Economics
Last Modified: 16 May 2019 15:41
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: GREAT 3
URI: http://gala.gre.ac.uk/id/eprint/20371

Actions (login required)

View Item View Item