The More They Engage, the More They Consume: A Meta-Analysis of the Impact of Brand's Owned Social Media User Engagement on Sales

IF 8.6 2区 管理学 Q1 BUSINESS
Tao Yin, Andy Wei Hao, Tianshu Chu, Xiaorong Fu
{"title":"The More They Engage, the More They Consume: A Meta-Analysis of the Impact of Brand's Owned Social Media User Engagement on Sales","authors":"Tao Yin,&nbsp;Andy Wei Hao,&nbsp;Tianshu Chu,&nbsp;Xiaorong Fu","doi":"10.1111/ijcs.70090","DOIUrl":null,"url":null,"abstract":"<div>\n \n <p>Brand's owned social media (OSM) user engagement has become an influential concept in marketing. The phrase refers to user responses—such as likes, comments, shares, and favorites—to content on brand-controlled platforms, forums, or channels. However, as yet, there is no consensus among scholars about the impact of brand's OSM user engagement on sales. This study is a meta-analysis of 1240 effect size data from 40 publications with a sample size of 1,880,154. The findings show that OSM user engagement has a positive effect on sales. Moderation analysis indicates that this effect depends on factors such as the OSM content, firm-related characteristics (brand type: hedonic vs. utilitarian; product type: service vs. product; product life cycle: new vs. mature products), and social media-related characteristics (platform type: microblogs vs. social networks; platform advertising). Our results reveal that the impact of brand's OSM user engagement on sales is more pronounced and effective for hedonic brands (vs. utilitarian brands), in new products (vs. mature products), in microblogs (vs. social networks), and in the absence of platform advertising (vs. presence of platform advertising). These results provide novel insights into the relationships between brand's OSM user engagement, sales, and other key variables and offer avenues to assist marketers in effectively managing their social media marketing initiatives.</p>\n </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6000,"publicationDate":"2025-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Consumer Studies","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/ijcs.70090","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

Brand's owned social media (OSM) user engagement has become an influential concept in marketing. The phrase refers to user responses—such as likes, comments, shares, and favorites—to content on brand-controlled platforms, forums, or channels. However, as yet, there is no consensus among scholars about the impact of brand's OSM user engagement on sales. This study is a meta-analysis of 1240 effect size data from 40 publications with a sample size of 1,880,154. The findings show that OSM user engagement has a positive effect on sales. Moderation analysis indicates that this effect depends on factors such as the OSM content, firm-related characteristics (brand type: hedonic vs. utilitarian; product type: service vs. product; product life cycle: new vs. mature products), and social media-related characteristics (platform type: microblogs vs. social networks; platform advertising). Our results reveal that the impact of brand's OSM user engagement on sales is more pronounced and effective for hedonic brands (vs. utilitarian brands), in new products (vs. mature products), in microblogs (vs. social networks), and in the absence of platform advertising (vs. presence of platform advertising). These results provide novel insights into the relationships between brand's OSM user engagement, sales, and other key variables and offer avenues to assist marketers in effectively managing their social media marketing initiatives.

他们参与的越多,消费的就越多:品牌自有社交媒体用户参与对销售影响的元分析
品牌拥有的社交媒体(OSM)用户参与度已经成为一个有影响力的营销概念。这个短语指的是用户对品牌控制的平台、论坛或渠道上的内容的反应——比如喜欢、评论、分享和收藏夹。然而,迄今为止,学者们对品牌OSM用户参与对销售的影响尚未达成共识。本研究对来自40份出版物的1240个效应量数据进行了荟萃分析,样本量为1,880,154。研究结果表明,OSM用户粘性对销售有积极影响。适度分析表明,这种影响取决于OSM含量、企业相关特征(品牌类型:享乐主义与功利主义;产品类型:服务vs产品;产品生命周期:新产品vs.成熟产品),社交媒体相关特征(平台类型:微博vs.社交网络;平台广告)。我们的研究结果表明,品牌的OSM用户参与对销售的影响在享乐品牌(vs.功利品牌)、新产品(vs.成熟产品)、微博(vs.社交网络)和没有平台广告(vs.有平台广告)的情况下更为明显和有效。这些结果为品牌的OSM用户参与度、销售额和其他关键变量之间的关系提供了新颖的见解,并为营销人员有效管理其社交媒体营销活动提供了途径。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:604180095
Book学术官方微信