At the invitation of the School of Management and Economics, Associate Professor Ren Fei of the Guanghua School of Management of Peking University visited our institute for an exchange visit. At the 10th meeting on May 24, 2018, in the conference room of the main building, Prof. Ren gave a report entitled “Social Media Engagement and Performance of E-Tailers: A Quasi-Experimental Analysis. The report was hosted by Prof. Yan Zhijun. Many teachers and students attended the report meeting.
The rapid development of information technology has made marketing tools more and more diversified. One of them is social media marketing. As we all know, social media marketing may have an impact on business sales. What kind of sales effect does corporate social media marketing have? How does this effect change with the characteristics of the company? Professor Ren Fei's research used Taobao Micro Amoy's data, using Propensity Score Matching (PSM) and Double Differential (DID) methods to examine the economic value of corporate social media marketing at the corporate level. The results show that corporate social media marketing has significantly boosted corporate sales. Among them, corporate social media marketing, which has more fans and blog posts, can increase sales. The study found that social media marketing plays an important role in corporate marketing activities. Companies need appropriate strategies to benefit from their social media marketing activities.
