Bingqing Song’s scientific contributions

What is this page?


This page lists works of an author who doesn't have a ResearchGate profile or hasn't added the works to their profile yet. It is automatically generated from public (personal) data to further our legitimate goal of comprehensive and accurate scientific recordkeeping. If you are this author and want this page removed, please let us know.

Publications (2)


Figure 1. Factors Influencing Social Commerce Success
Figure 6. Distribution of User Density, Clustering, and Centralization
Figure 8. Transition of Local Social Networks on Douban Dongxi Before November 2013 Figure 8 shows interesting transition patterns. A strong serial correlation can be seen, with a seller's local social network tending to remain in its original region. Additionally, two paths of network development are apparent: 1→2→3→5 and 4→5. An average seller expands her local social network to include more people, which decreases density (as illustrated by the top-down change from 1 to 5). Meanwhile, an average user increases her connections, which increases grouping (as illustrated by the left-to-right change from 2 to 3 and from 4 to 5). The seller's effort to expand her local social network brings promotion advantages, while other users'
Local social network structure and promotion effectiveness in social commerce
  • Article
  • Full-text available

January 2023

·

31 Reads

·

2 Citations

Information Technology and People

Huasi Xu

·

·

Bingqing Song

·

[...]

·

Purpose Drawing on social network and information diffusion theories, the authors study the impact of the structural characteristics of a seller’s local social network on her promotion effectiveness in social commerce. Design/methodology/approach The authors define a local social network as one formed by a focal seller, her directly connected users and all links among these users. Using data from a large social commerce website in China, the authors build econometric models to investigate how the density, grouping and centralization of local social networks affect the number of likes received by products posted by sellers. Findings Local social networks with low density, grouping and centralization are associated with more likes on sellers’ posted products. The negative effects of grouping and centralization are reduced when density is high. Originality/value The paper deepens the understanding of the determinants of social commerce success from a network structure perspective. In particular, it draws attention to the role of sellers’ local social networks, forming a foundation for future research on social commerce.

Download

Citations (1)


... (Naeem 2019) highlights the increased use of social networks as part of the digital strategy, since it concentrates a large amount of customer data for analysis. (Xu et al. 2023) indicate that social networks are the second source of data search associated with online brands, the first source being Internet search engines. This is why the research was developed taking Facebook as a source of information. ...

Reference:

Digital marketing tactics used in the profile of a political candidate: The case of the Costa Rica 2022 elections
Local social network structure and promotion effectiveness in social commerce

Information Technology and People