Title: Analysis of the impact of social media on the performance of cross border e-commerce enterprises from the perspective of the digital economy

Authors: Dandan Ye

Addresses: Jiaxing Vocational Technical College, Jiaxing, 314000, China

Abstract: In order to explore the impact of social media on the performance of cross-border e-commerce enterprises, this study proposes a study on the impact of social media on the performance of cross-border e-commerce enterprises based on the perspective of digital economy. Firstly, the influencing factors of social media on enterprise performance are selected. Then, the questionnaire was designed. Finally, the long- and short-term memory neural network algorithm is used to analyse the influence of various factors, and the impact model of social media on the performance of cross-border e-commerce enterprises is built. The experimental results show that social media, entrepreneurial orientation and relationship network all have a positive impact on the performance of cross-border e-commerce enterprises. The more cross-border e-commerce enterprises use social media, the more profits will be increased, which verifies that social media has a direct impact on the performance of cross-border e-commerce enterprises.

Keywords: digital economy perspective; social media; cross border e-commerce; enterprise performance; long- and short-term memory neural network.

DOI: 10.1504/IJNVO.2023.135960

International Journal of Networking and Virtual Organisations, 2023 Vol.29 No.3/4, pp.356 - 369

Received: 21 Apr 2023
Accepted: 06 Aug 2023
Published online: 10 Jan 2024 *

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