The effect of promotion integration strategy on sales performance in the context of multiple platforms: Considering the moderating effect of platform's market demand

Jie Fang, Hefu Liu

Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

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.

Original languageEnglish
Title of host publicationProceedings of the 53rd Annual Hawaii International Conference on System Sciences, HICSS 2020
EditorsTung X. Bui
PublisherIEEE Computer Society
Pages4061-4068
Number of pages8
ISBN (Electronic)9780998133133
Publication statusPublished - 2020
Externally publishedYes
Event53rd Annual Hawaii International Conference on System Sciences, HICSS 2020 - Maui, United States
Duration: 7 Jan 202010 Jan 2020

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2020-January
ISSN (Print)1530-1605

Conference

Conference53rd Annual Hawaii International Conference on System Sciences, HICSS 2020
Country/TerritoryUnited States
CityMaui
Period7/01/2010/01/20

ASJC Scopus subject areas

  • Engineering (all)

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