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  6. Understanding Social Media Effects Acros ...

Journal of Security and Sustainability Issues

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Understanding Social Media Effects Across Different Parties’ Interactions
Volume 9, Issue 4 (2020), pp. 1363–1377
Somdech Rungsrisawat   Thitinan Chankoson  

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https://doi.org/10.9770/jssi.2020.9.4(21)
Pub. online: 30 June 2020      Type: Article      Open accessOpen Access

Published
30 June 2020

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 measures. 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 applications, this study provides a framework to promote usage by supply channel, which ultimately influences performance-related outcomes.

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Keywords
social media retailer contagion purchaser - provider association association trading

JEL
O31 O35

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Generolo Jono Žemaičio Lietuvos karo akademija Šilo g. 5A., LT-10322 Vilnius, el.p: lka@mil.lt

General Jonas Žemaitis Military Academy of Lithuania  Šilo Str. 5A, LT-10322 Vilnius, Lithuania, e-mail: lka@mil.lt

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