Publication:
Understanding social media effects across different parties' interactions

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Issued Date

2020

Resource Type

Article

File Type

application/pdf

ISSN

20297017

DOI

10.9770/JSSI.2020.9.4(21)

Other identifier(s)

2-s2.0-85092469469

Rights Holder(s)

มหาวิทยาลัยศรีนครินทรวิโรฒ

Bibliographic Citation

Journal of Security and Sustainability Issues. Vol 9, No.4 (2020), p.1363-1377

Suggested Citation

Rungsrisawat S., Chankoson T. Understanding social media effects across different parties' interactions. Journal of Security and Sustainability Issues. Vol 9, No.4 (2020), p.1363-1377. doi:10.9770/JSSI.2020.9.4(21) Retrieved from: https://hdl.handle.net/20.500.14740/4543

Title

Understanding social media effects across different parties' interactions

Author(s)

Rungsrisawat S.
 Chankoson T.

Abstract

This study examined the contagion effects of social media on different parties, such as producers, retailers, and consumer. Further, we empirically investigate the contagion effects of the social media and their ultimate impact on multiple performance meas- ures. The findings give new insights into the contagion effects of social media usage across the distribution channel and important social influence mechanisms that enhance these effects. In line with the hypothesis, efficient use of social media contributes to retailer and brand performance, and consumer-retailer loyalty. In light with the advancement of technologies and growth in social media applica- tions, this study provides a framework to promote usage by supply channel, which ultimately influences performance-related outcomes. © 2020 by the authors.

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URI

https://hdl.handle.net/20.500.14740/4543

Collections

Scopus: Year 1983-2021

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