Boosting Sales and Trust: An Empirical Study on Facebook Shop

Razafimanantsoa Harisoa ()
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Razafimanantsoa Harisoa: Hefei University of Technology, School of Management Department

A chapter in Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024), 2024, pp 207-221 from Springer

Abstract: Abstract Social media metrics have emerged as vital tools for small businesses operating within the Facebook Shop market, aiding in the enhancement of sales performance and consumer trust. This study endeavors to investigate the impact of Facebook metrics on SME sales performance and consumer trust. Employing a robust quantitative methodology, data were collected from 92 SME proprietors or managers through surveys, and advanced statistical techniques such as regression analysis, confirmatory factor analysis (CFA), Average Variance Extracted (AVE) and a structural equation model using SPSS software were applied for analysis. The findings, derived from regression analyses conducted for each SME and subsequently compared, indicate that the number of likes on sellers’ Facebook pages does not independently influence sales volume or consumer trust. However, the number of followers emerges as a significant factor, exerting a notable impact on both sales volume and the establishment of consumer trust. Consequently, this study emphasizes the imperative of utilizing Facebook metrics to optimize sales performance and cultivate consumer trust within the Facebook online marketplace for small businesses. Moreover, the study can inform strategic decision-making and offers actionable recommendations for SME owners and managers.

Keywords: Sales and Trust; Small Businesses; Facebook Shop; Social Media (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-488-4_23

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DOI: 10.2991/978-94-6463-488-4_23

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