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On the optimal marketing aggressiveness level of C2C sellers in social media: evidence from China

On the optimal marketing aggressiveness level of C2C sellers in social media: evidence from China
On the optimal marketing aggressiveness level of C2C sellers in social media: evidence from China
Social media has become a widely used marketing tool for reaching potential customers. Because of its low cost, social media marketing is especially appealing to customer-to-customer (C2C) sellers. Customers can also benefit from social media marketing by learning about products and by interacting with sellers in real time. However, a seller’s marketing microblogs may backfire on her for dominating the social space. Defining the marketing popularity as the average number of likes each seller receives per marketing-related microblog and defining the marketing aggressiveness level as the proportion of her marketing-related microblogs, this paper empirically quantifies the optimal level of marketing aggressiveness in social media to achieve the maximum popularity. We gather the data from China’s largest microblogging platform, Sina Weibo, and the sellers in our sample are from China’s largest C2C online shopping platform, Taobao. We find that the empirical relationship between the marketing aggressiveness level and the marketing popularity follows an inverted U-shape curve, where the optimal level is around 30%. In addition, we find a saturation effect of the number of followers on marketing popularity after it reaches around 100,000. Our findings imply that social media marketing should not overlook customers’ social needs. Our measure of marketing aggressiveness provides a dynamic business metric for practitioners to monitor so as to improve their marketing and managerial decision making process.
0305-0483
Wang, Xu
aa5b0bc4-7c30-4020-808a-d91d17fb4bc8
Baesens, Bart
f7c6496b-aa7f-4026-8616-ca61d9e216f0
Zhu, Zhen
5ad102ae-b2e5-4358-8204-ec62022f225f
Wang, Xu
aa5b0bc4-7c30-4020-808a-d91d17fb4bc8
Baesens, Bart
f7c6496b-aa7f-4026-8616-ca61d9e216f0
Zhu, Zhen
5ad102ae-b2e5-4358-8204-ec62022f225f

Wang, Xu, Baesens, Bart and Zhu, Zhen (2018) On the optimal marketing aggressiveness level of C2C sellers in social media: evidence from China. Omega. (doi:10.1016/j.omega.2018.05.014).

Record type: Article

Abstract

Social media has become a widely used marketing tool for reaching potential customers. Because of its low cost, social media marketing is especially appealing to customer-to-customer (C2C) sellers. Customers can also benefit from social media marketing by learning about products and by interacting with sellers in real time. However, a seller’s marketing microblogs may backfire on her for dominating the social space. Defining the marketing popularity as the average number of likes each seller receives per marketing-related microblog and defining the marketing aggressiveness level as the proportion of her marketing-related microblogs, this paper empirically quantifies the optimal level of marketing aggressiveness in social media to achieve the maximum popularity. We gather the data from China’s largest microblogging platform, Sina Weibo, and the sellers in our sample are from China’s largest C2C online shopping platform, Taobao. We find that the empirical relationship between the marketing aggressiveness level and the marketing popularity follows an inverted U-shape curve, where the optimal level is around 30%. In addition, we find a saturation effect of the number of followers on marketing popularity after it reaches around 100,000. Our findings imply that social media marketing should not overlook customers’ social needs. Our measure of marketing aggressiveness provides a dynamic business metric for practitioners to monitor so as to improve their marketing and managerial decision making process.

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On the Optimal Marketing Aggressiveness Level of C2C Sellers in Social Media Evidence from China - Accepted Manuscript
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More information

Accepted/In Press date: 31 May 2018
e-pub ahead of print date: 2 June 2018

Identifiers

Local EPrints ID: 425586
URI: http://eprints.soton.ac.uk/id/eprint/425586
ISSN: 0305-0483
PURE UUID: 7a129df0-cae4-45ab-a58e-37db9a48e495
ORCID for Bart Baesens: ORCID iD orcid.org/0000-0002-5831-5668

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Date deposited: 25 Oct 2018 16:30
Last modified: 28 Apr 2022 06:06

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Contributors

Author: Xu Wang
Author: Bart Baesens ORCID iD
Author: Zhen Zhu

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