Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024)

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Boosting Sales and Trust: An Empirical Study on Facebook Shop

Authors
Razafimanantsoa Harisoa1, *
1School of Management Department, Hefei University of Technology, Hefei, Anhui, 230009, P.R. China
*Corresponding author. Email: razafimanantsoaharisoa@gmail.com
Corresponding Author
Razafimanantsoa Harisoa
Available Online 29 August 2024.
DOI
10.2991/978-94-6463-488-4_23How to use a DOI?
Keywords
Sales and Trust; Small Businesses; Facebook Shop; Social Media
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
29 August 2024
ISBN
978-94-6463-488-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-488-4_23How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Razafimanantsoa Harisoa
PY  - 2024
DA  - 2024/08/29
TI  - Boosting Sales and Trust: An Empirical Study on Facebook Shop
BT  - Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024)
PB  - Atlantis Press
SP  - 207
EP  - 221
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-488-4_23
DO  - 10.2991/978-94-6463-488-4_23
ID  - Harisoa2024
ER  -