Understanding social media effects across different parties' interactions

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.