Impacts of social media communication strategies on product performance: Focusing on Korean android game industry

Abstract

The purpose of this study is to investigate the impacts of the types of social media communication strategies on product performance. We categorize communication types into information release and information sharing, and tested if these two types of strategy would affect the sales of individual products in the mobile game industry. Using data on 150 Android mobile games, which was collected and published by survey company "App Annie" we perform a binary logit analysis. The result shows that both information release and information sharing strategies have positive and significant impacts on the sales of game products, but information sharing has much stronger effect than information release.