Investigating the Effects of Image-Seeking Behavior at Social Network Sites on Purchase Behavior: A Text Mining and Econometric Approach

The emergence and rapid growth of social media platforms, and particularly social-media based brand communities have spurred significant popular interest in recent times. However, despite the growing economic importance of brand presence on social media, little is understood about whether and how user engagement with these brand communities benefits product sales in brick-and-mortar stores - the online-to-offline (O2O) conversion problem. In...