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Finding the optimal social media marketing mix to drive customer attraction and sales performance: an exploratory study

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  • Ravi Narayanaswamy
  • Richard A. Heiens

Abstract

Prior studies confirm the influence of social media marketing on a variety of psychological dimensions. However, without tangible performance metrics, most of these studies have been unable to directly and conclusively measure the effectiveness of social media strategy. Utilising data from the 500 largest internet retailers in the USA, this study explores the relationship between social media marketing, customer attraction and sales performance. The results of our research show that the optimal combination of social media outcomes for enhancing customer attraction includes maximising the number of likes for Facebook, the number of followers for Twitter, and the number of views for YouTube. To improve sales performance, the optimal approach includes maximising the number of likes for Facebook and the number of followers for Twitter. Further findings reveal that customer attraction mediates the relationship between social media marketing and web sales.

Suggested Citation

  • Ravi Narayanaswamy & Richard A. Heiens, 2022. "Finding the optimal social media marketing mix to drive customer attraction and sales performance: an exploratory study," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 13(1), pages 65-82.
    • Handle: RePEc:ids:ijemre:v:13:y:2022:i:1:p:65-82
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