Social media has become an important online channel for enterprises to actively promote brands and products and interact with consumers. Enterprises typically create pages on social media platforms, generate content, and interact with consumers.

The use of social media by enterprises has brought many research questions. Firstly, to what extent has the use of social media generated commercial value, especially in terms of corporate sales performance? Secondly, to what extent (if any) are there differences in sales performance brought about by social media operations for different types of enterprises, and what causes the differences? Thirdly, how should companies effectively utilize social media based on their nature to achieve better sales performance? Answering these questions is important for both researchers and practitioners.

We studied the impact of corporate social media participation on their sales performance and answered the questions of "yes", "what", and "how". This study used a quasi experimental design in a social e-commerce environment, using propensity score matching and double difference methods to quantify sales performance growth after corporate social media participation. The results indicate that corporate social media participation has led to an average sales revenue growth of 20.67%. Enterprises that sell low involvement products benefit more from social media adoption than those that sell high involvement products. In addition, regarding how to manage social media participation, informational content can often effectively promote sales growth, especially for high engagement products; Promotional content is a new type of content discovered in this study, which is more favorable for the sales growth of low involvement products. At the same time, the number of followers on corporate social media pages has a positive impact on sales revenue.

This study reveals the value of corporate social media participation, especially in terms of industry differences and corporate operational practices.

Ren, F., Tan, Y., & Wan, F. (2022). Know Your Firm and Manage Social Media Engagement: Impact on Firm Sales Performance. MIS Quarterly, forthcoming. (https://doi.org/10.25300/MISQ/2022/16162)