Investigating the Effects of Self-Presentation at Online Social Network Sites and Brand Pages on Offline Purchase Behavior

42 Pages Posted: 7 Feb 2014 Last revised: 1 Apr 2016

See all articles by Prasanta Bhattacharya

Prasanta Bhattacharya

National University of Singapore (NUS)

Tuan Q. Phan

National University of Singapore (NUS)

Khim Yong Goh

National University of Singapore (NUS)

Date Written: March 28, 2016

Abstract

The emergence and rapid growth of social media platforms, and particularly social-media based brand communities have spurred significant popular interest in recent times. However, despite the growing economic importance of brand presence on social media, little is understood about whether and how user engagement with these brand communities benefits product sales in brick-and-mortar stores - the online-to-offline (O2O) conversion problem. In this study, we combine two large real-world datasets from a popular social network site (SNS) and the loyalty card dataset from a brick-and-mortar Asian fashion retailer to study the offline purchase behavior of the SNS brand page members. We present evidence that individuals upon joining the brand page reduce their offline purchase expenditure on average. However, using a combination of text mining and statistical approaches, we show that this reduction is significantly attenuated for some individuals who self-present more than others on the SNS. The findings from our study not only illuminate our understanding of the offline economic impacts of online self-presentation, but also present newer ways of performing behavioral targeting of online users.

Keywords: User-generated content, Information divergence, Big data, Consumer behavior, Econometric modeling, Text mining

JEL Classification: C23, C51

Suggested Citation

Bhattacharya, Prasanta and Phan, Tuan Q. and Goh, Khim Yong, Investigating the Effects of Self-Presentation at Online Social Network Sites and Brand Pages on Offline Purchase Behavior (March 28, 2016). Available at SSRN: https://ssrn.com/abstract=2391002 or http://dx.doi.org/10.2139/ssrn.2391002

Prasanta Bhattacharya (Contact Author)

National University of Singapore (NUS) ( email )

15 Computing Drive
Singapore, 117418
Singapore

HOME PAGE: http://www.comp.nus.edu.sg/~prasanta/

Tuan Q. Phan

National University of Singapore (NUS) ( email )

1E Kent Ridge Road
NUHS Tower Block Level 7
119228

HOME PAGE: http://www.tuanqphan.us

Khim Yong Goh

National University of Singapore (NUS) ( email )

15 Computing Drive
Singapore, 117418
Singapore
65-65162832 (Phone)
65-67791610 (Fax)

HOME PAGE: http://www.comp.nus.edu.sg/~gohky

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