Earticle

초록

영어

Cross-border ecommerce enables small and mid-sized sellers to reach global demand, yet how to coordinate promotions, paid advertising, and platform social capital remains unsettled. Using panel data on 4,911 stores over 958 days (1.59 million store-days), we estimate models with store and day fixed effects and clustered inference. Three results stand out. First, promotions alone correlate with lower daily gross merchandise value, whereas promotions combined with platform social capital are associated with higher performance. The interaction between advertising and social capital is positive but modest. Second, when promotions, advertising, and social capital are all high, performance exhibits diminishing returns consistent with congestion or message fatigue. Third, national income moderates these patterns: higher GDP per capita strengthens the promotion and social capital complementarity, while the configuration that also includes national income is weak once all interactions are included. Only advertising is causally identified via an external instrument; other relationships are descriptive.

목차

Abstract
1. INTRODUCTION
2. LITERATURE REVIEW
2.1 Marketing Resources in the Resource-Based View
2.2 Social Capital in Digital Marketplace Contexts
2.3 Marketing-Mix Complementarity Research
2.4 Cross-National Contingency Factors
2.5 Synthesis and Research Gaps
2.6 Positioning and Identification Implications (for Empirical Strategy)
3. THEORETICAL BACKGROUND AND HYPOTHESIS DEVELOPMENT
3.1 Conceptual Framework: Internal Resources and External Quasi-Resources
3.2 Interaction Structure of the Marketing Triplet: Complementarity, Substitution, and Triadic Synergy
3.3 Macro-Level Moderation: GDP per Capita as Boundary Condition
3.4 Integrated Theoretical Model
4. RESEARCH DESIGN
4.1 Data Source and Sample Construction
4.2 Variable Measurement and Operationalization
4.3 Econometric Methodology
4.4 Descriptive Statistics and Correlations
5. EMPIRICAL RESULTS
5.1 Main Effects and Two-Way Interactions
5.2 Three-Way Interaction and Systems Effects
5.3 GDP Moderation Effects
5.4 Economic Significance and Practical Interpretation
5.5 Robustness Checks and Alternative Specifications
6. CONTRIBUTIONS AND IMPLICATIONS
6.1 Theoretical Contributions
6.2 Methodological Contributions
6.3 Managerial and Policy Implications
6.4 Limitations and Future Research
6.5 Concluding Remark
REFERENCES

저자

• Yooseop Seong [ Korea University Business School, Seoul, Korea ]
• Xuanting Jin [ Korea University Business School, Seoul, Korea ]
• Dongwon Lee [ Korea University Business School, Seoul, Korea ]

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