Retailing in today’s world: Multiple channels and other strategic decisions affecting firm performance
Abstract
A hub firm is an agent that connects retailers to marketplace structures with the aim of selling products to final customers. Although social media is a decisive driver of consumer outcomes, it is unclear how a hub firm's earned and owned social media influences retailers' sales. Drawing on social identity theory, the authors propose a theoretical model that addresses the effects of blog comments, Facebook comments, fan following, and organic...
Paper Details
Title
Retailing in today’s world: Multiple channels and other strategic decisions affecting firm performance
Published Date
Jan 1, 2017
Volume
34
Pages
261 - 263
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