Most managers think social media only creates engagement. A new Journal of Marketing study finds that its biggest impact is actually on sales.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221123250

Read the text of this episode here: https://www.ama.org/2022/10/04/from-likes-shares-and-comments-to-sales-how-can-brands-use-social-media-to-stimulate-both-engagement-and-sales/

Reference: Georgia Liadeli, Francesca Sotgiu, and Peeter W.J. Verlegh, “A Meta-Analysis of the Effects of Brand Owned Social Media on Social Media Engagement and Sales,” Journal of Marketing.  doi:10.1177/00222429221123250

Narrator and Producer: Marissa Lambert

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.