A Comparative Study Of The Impact Of Different Social Media Applications On Real Estate Enterprise Performanc

In the business environment of the new era,social media engagement means that product reputation is now up to consumers,instead of being monopolized by corporations,governments and elites.Social media makes the voice of Internet users heard and holds the key to corporate reputation and product sales.Realizing the value of typical social media such as We Chat,Microblog and Tik Tok,many real estate enterprises have launched their own "online marketing" strategies within the framework of industrial regulations.However,as different social media accounts bring different effects,we need to compare and analyze the effects to provide reference for real estate enterprises in their choice of social media.In this context,this paper studies different effects of using different social media accounts on real estate business performance.First,social media accounts are divided into three types: "we media accounts","business platform accounts" and "forum accounts".Questionnaire survey is used to analyze the relationship between the use of the three types of accounts and business performance of real estate enterprises as the basis for follow-up study.Then,real estate enterprises using "we media account","business platform account" and "forum account" were taken as the experimental group,and those without any accounts as the control group.By obtaining the business performance data of these enterprises three years before and after the use of media accounts,the weighted performance variables of real estate enterprises are constructed as explained variables.Based on the DID(Difference-In-Differences)model,this paper empirically demonstrates the effects of the three types of social media accounts on the business performance of real estate enterprises,so as to horizontally compare different effects.The following conclusions are drawn from the data obtained: first,no matter what kind of social media is used,it has a positive impact or,minimal negative impact,if any,on the business performance of real estate enterprises;second,among the three kinds of social media accounts,"we media" accounts have the greatest effect on improving the business performance of real estate enterprises,while the forum accounts have the least effect,and the business platform accounts are somewhere in between.In the end,based on the conclusions,the author puts forward three suggestions for real estate enterprises: real estate enterprises should not follow blindly when choosing social media;they are advised to optimize the design of factors to make up for the deficiency of current social media;a mix of social media applications is encouraged.