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소셜미디어와 소비자 구매 결정과의 관계: 서울 공유 자전거에 대한 시계열 분석을 중심으로

Author
한수현, 장정화, 최정혜, 장수령
Journal Title
지식경영연구
Publication Year
2021
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Summary

This study classifies social media into expression-focused and relationship-focused types and analyzes their impact on consumer purchase decisions using Seoul bike-sharing data and social media mention data with a VARX model. An increase in expression-focused social media mentions positively affects both new customers and bike rentals, while relationship-focused social media negatively impacts new customer acquisition.

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