The Effectiveness of Social Media for Business Activities in Japanese Firms
The Effectiveness of Social Media for Business Activities in Japanese Firms
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DOI：
10.1007/s12626-017-0006-1
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发表时间：
2017-06
期刊：
影响因子：
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通讯作者：
H. Idota;T. Bunno;M. Tsuji
中科院分区：
文献类型：
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作者：
H. Idota;T. Bunno;M. Tsuji
许多公司使用社交媒体进行各种商业活动。这篇论文阐明了社交媒体如何对日本企业的销售产生影响。为此目的，解决了以下问题：（一）社交媒体是否对公司活动有用，（二）使用社交媒体影响了哪些类型的商业活动，以及（三）社交媒体如何改善公司的最终销售成果。该研究使用了2014年进行的商业活动和社交媒体数据。采用概率分析和结构方程模型（SEM）。概率分析阐明了社交媒体的影响及其在销售中的使用之间的关系。SEM模型阐明了社交媒体在商业中使用的影响之间的关系。在SEM中，通过将使用社交媒体引起的销售作为解释变量来检查模型，而解释变量是社交媒体的第一和中间效果。结果表明，社交媒体对促进销售等商业活动是有效的。这项研究可能有助于促进日本企业的社交媒体。
A large number of firms use social media for various business activities. This paper clarifies how social media has become effective to sales in Japanese firms. To this purpose, the following are addressed: (i) whether social media is useful for company activities, (ii) what kinds of business activities are affected using social media, and (iii) how social media improves the final outcomes of sales for firms. This study uses data of business activities and social media conducted in 2014. Probit analysis and structural equation modeling (SEM) are employed. Probit analysis clarifies the relationships between the effects of social media and its use in sales. The SEM model clarifies the relationships among the effects of social media use in business. In the SEM, a model is examined by taking sales caused by use of social media as an explained variable, while the explanatory variables are the first and intermediate effects of social media. The results indicate that social media is effective for business activities such as promoting sales. This study may help to promote social media in Japanese firms.