In this research, the authors propose a contagion impact of social media use across business enterprise suppliers, retailers, and shoppers. Consistent with the predictions, social media use positively contributes to brand overall performance, retailer efficiency, and customer-retailer loyalty. Right after developing and validating social media usage measures at three levels-supplier, retailer, and consumer-the authors test social media contagion effects and their ultimate impact on several overall performance measures. With the ever-growing growth and adoption of social media applications and related technologies, this analysis provides a framework to promote usage by provide channel partners which in the end influences overall performance-related outcomes. The conceptual framework and empirical final results offer new insights into the contagion effects of social media usage across the channel of distribution as properly as significant social influence mechanisms that improve these effects. Also, the impact of supplier social media usage on retailer social media usage and in turn on client social media usage is moderated by brand reputation and service ambidexterity.
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