The Impact of Digital Social legitimization on Website Visits and Web Sales

Abstract

The present manuscript examines the role of digital social influence, as attained through Facebook, Instagram, Pinterest, Twitter, and YouTube, in attracting customers and achieving sales performance. The theoretical mechanism that serves as the basis for the study is social legitimacy theory. Specifically, the influence exerted by social media and the resulting social legitimization of the marketer is expected to drive both website visits and, ultimately, sales for the USA's largest e-commerce retailers. The findings demonstrate that all five indicators of social media influence converge into a single variable with significant loadings. This provides support for the multidimensional nature of the hypothesized digital social legitimization construct. However, the analysis of the structural equation model indicates that there is not a direct link between digital social legitimization and Web sales performance. Nevertheless, digital social legitimization does in fact positively impact website visits. In turn, these visits are associated with higher e-commerce sales. Thus, marketers are advised to use social media to help legitimize the e-commerce brand and drive website traffic.

Incidencia del marketing digital en la captación de clientes en una constructora en Trujillo-2023

“…Estas estrategias contribuyen a fortalecer la relación con los clientes y a diferenciarse positivamente de la competencia. Estos datos obtenidos discrepan con otros resultados encontrados [44] el que indicó que el uso del marketing en redes sociales, incluyendo plataformas como Instagram, Facebook, Pinterest, YouTube y Twitter, ha sido beneficioso para atraer clientes y mejorar las ventas en línea. Al comparar los resultados, se podría afirmar que el marketing en redes sociales puede tener éxito si se implementa de manera consistente y adecuada, lo que permite atraer clientes interesados en adquirir productos o servicios a través de estas plataformas o, al menos, conocer lo que la empresa ofrece.…”

From Content to Commerce: Investigating the Role of Content Marketing in Driving Sales and Brand Engagement

“…Moreover, Adetunji et al (2019) demonstrate the positive relationships between social media advertising content, sales promotion content, brand image, and behavioral intentions, underscoring the significance of content quality in shaping consumer behavior. Additionally, Heiens & Narayanaswamy (2021) suggest that digital social legitimization can drive website traffic, leading to positive sales outcomes, indicating the impact of social validation on consumer actions.…”

Dampak Adopsi TI Terhadap Kinerja Perusahaan Multinasional

“…Metodologi pemetaan yang digunakan dapat dilihat pada Tabel 2. (Liu et al, 2017) Heckman (Sarabi et al, 2020) Wawancara (Curchod et al, 2020;Daghfous et al, 2018;Horváth & Szabó, 2019;Mero et al, 2020;Taylor, 2016;Yamin & Sinkovics, 2010) Snowball (Boonstra, 2013) Database (Shin et al, 2017;Vu et al, 2020) Regression (Beasley et al, 2009;Ilin et al, 2017;Sanchez et al, 2017;Shehata, 2015) Structural Equation Modelling (Ezzaouia & Bulchand-Gidumal, 2020;Gupta et al, 2020;Heiens & Narayanaswamy, 2021;Jia et al, 2017;Karamchandani et al, 2020;Kim et al, 2017;Maiga et al, 2015;Siew et al, 2020) Qualitative Comparative Analysis (Clohessy & Acton, 2019;van…”

“…Adopsi TI memberikan dampak positif (Azaizah et al, 2018;Gupta et al, 2020;Karamchandani et al, 2020;Shehata, 2015;Shim & Jo, 2020) Adopsi TI tidak memberikan dampak positif (Einhorn et al, 2019) Inkonsistensi dampak dari adopsi TI (Baillette et al, 2018;Beasley et al, 2009;Grant & Yeo, 2018;Heiens & Narayanaswamy, 2021;Khallaf et al, 2017;Maiga et al, 2015;Taylor, 2016;Yamin & Sinkovics, 2010) Sumber: Penulis (2022 Lihat pemetaan yang ditemukan pada Tabel 3. Ada kategori inkonsistensi dalam dampak adopsi TI.…”

“…Meskipun dapat meningkatkan keuntungan perusahaan, namun adopsi TI tidak mampu memberikan keuntungan perusahaan secara langsung (Maiga et al, 2015). Selain memudahkan komunikasi antar pihak, adopsi TI dapat memberikan kemudahan akses informasi secara real-time (Taylor, 2016), dapat menawarkan pengalaman baru, dan kemudahan lainnya (Heiens & Narayanaswamy, 2021). Adopsi TI dapat memberikan banyak kemudahan dan pengalaman baru.…”