Social media user-generated content, online search traffic and offline car sales
ISSN: 0368-492X
Article publication date: 12 July 2022
Issue publication date: 9 November 2023
Abstract
Purpose
This study explores the direct relationship between social media user-generated content (UGC), online search traffic and offline light vehicle sales of different models.
Design/methodology/approach
The long-run equilibrium relationship and short-run dynamic effects between the valence and volume of UGC, online search traffic and offline car sales are analyzed by applying the autoregressive distribution lag (ARDL) model.
Findings
The study found the following. (1) In the long-run relationship, the valence of online reviews on social media platforms is significantly negatively correlated with the sales of all models. However, in the short-run, the valence of online reviews has a significant positive correlation with all models in different lag periods. (2) The volume of online reviews is significantly positively correlated with the sales of all models in the long run. However, in the short run, the relationship between the volume of online reviews and the sales of lower-sales-volume cars is uncertain. There is a significant positive correlation between the volume of reviews and the sales of higher-sales-volume cars. (3) Online search traffic has a significantly negative correlation with the sales of all models in the long run. However, in the short run, there is no consistent conclusion on the relationship between online search traffic and car sales.
Originality/value
This study provides a reference for managers to use in their efforts to improve offline high-involvement product sales using online information.
Keywords
Acknowledgements
This work was supported by National Natural Science Foundation of China (No. 71571025), and the Fundamental Research Funds for the Central Universities (No. 3132019353).
Citation
Wang, S., Lin, Y., Yan, Y. and Zhu, G. (2023), "Social media user-generated content, online search traffic and offline car sales", Kybernetes, Vol. 52 No. 11, pp. 5211-5232. https://doi.org/10.1108/K-03-2022-0358
Publisher
:Emerald Publishing Limited
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