Abstract

http://ssrn.com/abstract=2461370
 


 



Tweets and Sales


Shiyang Gong


Tsinghua University - School of Economics & Management

Juanjuan Zhang


Massachusetts Institute of Technology (MIT) - Sloan School of Management

Ping Zhao


Tsinghua University - School of Economics & Management

Xuping Jiang


Tsinghua University - School of Economics & Management

July 1, 2014


Abstract:     
Many businesses today resort to tweeting as a new form of product marketing. However, whether and how tweeting drives product sales remains inconclusive. We explore this question with a randomized field experiment on Sina Weibo, the top tweeting website in China. We collaborate with a major global media company and examine how the viewing of its TV shows is affected by (1) the media company’s own tweets about its shows, and (2) recruited Weibo influentials’ retweets of the company tweets. We find that both company tweets and influential retweets are effective in increasing show viewing, but in different ways. Company tweets directly boost viewing, whereas influential retweets increases viewing if the show tweet is informative. However, influential retweets are more effective than company tweets in bringing new Weibo followers to the company, which indirectly increases viewing. Based on the findings, we provide managerial recommendations on tweet-marketing management.

Number of Pages in PDF File: 49

Keywords: tweet, microblog, Weibo, Twitter, social media marketing, field experiment

JEL Classification: M31, C93

working papers series





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Date posted: July 4, 2014  

Suggested Citation

Gong, Shiyang and Zhang, Juanjuan and Zhao, Ping and Jiang, Xuping, Tweets and Sales (July 1, 2014). Available at SSRN: http://ssrn.com/abstract=2461370 or http://dx.doi.org/10.2139/ssrn.2461370

Contact Information

Shiyang Gong
Tsinghua University - School of Economics & Management ( email )
Weilun Building 514A8
Beijing, Beijing 100084
China
Juanjuan Zhang (Contact Author)
Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )
Cambridge, MA 02142
United States
HOME PAGE: http://jjzhang.scripts.mit.edu
Ping Zhao
Tsinghua University - School of Economics & Management ( email )
Beijing, 100084
China
Xuping Jiang
Tsinghua University - School of Economics & Management ( email )
Beijing, 100084
China
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