MONETIZING SOCIAL MEDIA: OLS ESTIMATES OF CONTENT INTENSITY, ENGAGEMENT, AND ADVERTISING ON SALES
DOI:
https://doi.org/10.55439/INS/vol2_iss4/317Аннотация
We quantify how social-media activity translates into sales using ordinary least squares (OLS) on weekly brand-level data. The model relates sales to
content intensity (posts), content format (Reels/Shorts share), live-stream activity, user engagement, and advertising spend. Results show all drivers are positive and statistically significant: additional posts, higher Reels share, and live weeks are associated with sizable increases in sales, while engagement and ad spend provide strong incremental lift. Partial-regression diagnostics confirm independent contributions with modest multicollinearity (Mean VIF ≈ 2.9). Robustness with Newey–West errors yields consistent inferences. The findings offer actionable guidance on allocating content effort and budget to maximize monetization.
Ключевые слова
social media marketing; Reels/Shorts; engagement; advertising spend; sales response; OLSБиблиографические ссылки
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