@inproceedings{89290947314c4be0916f9d720453599d,
title = "The effect of promotion integration strategy on sales performance in the context of multiple platforms: Considering the moderating effect of platform's market demand",
abstract = "Price and promotion strategy have been widely discussed in multichannel retailing, but little study was focused on the promotion strategy in the context of multiple platforms. Through transaction data from a company's different platforms, our study investigated the impact of promotion integration strategy on company's overall sales performance on different platforms. Combined with platform's index data about product market demand, the moderating effect of platform's market demand was further evaluated. Using a fixed-effect model, our research found the positive effect of promotion timing integration and the negative effect of promotion depth integration on sales performance. We also found the moderating effect of platform's market demand. Thus, our study generates important theoretical and practical implications for managing promotion activity on multiple platforms.",
author = "Jie Fang and Hefu Liu",
note = "Publisher Copyright: {\textcopyright} 2020 IEEE Computer Society. All rights reserved.; 53rd Annual Hawaii International Conference on System Sciences, HICSS 2020 ; Conference date: 07-01-2020 Through 10-01-2020",
year = "2020",
language = "English",
series = "Proceedings of the Annual Hawaii International Conference on System Sciences",
publisher = "IEEE Computer Society",
pages = "4061--4068",
editor = "Bui, {Tung X.}",
booktitle = "Proceedings of the 53rd Annual Hawaii International Conference on System Sciences, HICSS 2020",
address = "United States",
}