THESIS
2020
ix, 40 pages : illustrations ; 30 cm
Abstract
This paper is concerned with an empirical context where uncertain incentives are widely
used in motivating customers’ online behavior such as generating and spreading online
word of mouth. Using a data set scraped from Sina Weibo, this study takes the first step
in examining the effects of social media lotteries on the customers’ engagement activities,
defined as Likes, Comments and Reposts.
The main findings are (i) weibo lotteries are very effective at enhancing customer engagement
under the lottery tweet; (2) the increases in customer engagement activities are
directly and most strongly boosted by the lottery’s entry requirements; (3) weibo lotteries
have significant positive spillover effects on the customer engagement activities with
respect to subsequent regular tweets po...[
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This paper is concerned with an empirical context where uncertain incentives are widely
used in motivating customers’ online behavior such as generating and spreading online
word of mouth. Using a data set scraped from Sina Weibo, this study takes the first step
in examining the effects of social media lotteries on the customers’ engagement activities,
defined as Likes, Comments and Reposts.
The main findings are (i) weibo lotteries are very effective at enhancing customer engagement
under the lottery tweet; (2) the increases in customer engagement activities are
directly and most strongly boosted by the lottery’s entry requirements; (3) weibo lotteries
have significant positive spillover effects on the customer engagement activities with
respect to subsequent regular tweets posted by the same user.
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