Title: The effects of use of multiple social media platforms on firm performance: an empirical study

Authors: Chia-Ching Chou; Chieh Lee; Xinyuan Tao; Zhuang Qian; Zhasmina Tacheva

Addresses: Department of Management, Central Michigan University, Mt. Pleasant, MI 48859, USA ' Department of Industrial Engineering and Management, Yuan Ze University, Taoyuan 32003, Taiwan ' Martin Tuchman School of Management, New Jersey Institute of Technology, Newark, NJ 07102, USA ' Pennsylvania State Scranton, Dunmore, PA 18512, USA ' School of Information Studies, Syracuse University, Syracuse, NY 13244, USA

Abstract: Social media provides an opportunity for companies to interact with customers, improves the design process, and ensures that companies deliver products and services that meet customers' expectations. Previous studies have conceptualised and debated on the link between social media and firm performance, but few have investigated the business values of social media empirically with detailed measurement of usage of multiple social media platforms. Employing regression analysis with a dataset consists of 290 S&P 500 companies from 2015 to 2018, this study proposes to empirically test the relationship between social media platforms usage and firm performance. Our findings indicate that companies can benefit from having their business accounts on Facebook and Twitter with frequent use of such platforms, but the results from YouTube usage tell a different story.

Keywords: social media; Facebook; Twitter; YouTube.

DOI: 10.1504/IJMDM.2022.121929

International Journal of Management and Decision Making, 2022 Vol.21 No.2, pp.129 - 143

Received: 21 Feb 2021
Accepted: 16 Mar 2021
Published online: 07 Apr 2022 *

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