Results 1 to 10 of about 840,915 (254)
Foods, 2023 In the contemporary digital marketing context, this study aimed to investigate the influence of firm-generated content and social media advertising on fast-food consumption patterns among the adult population.
Ali Ahmed Ali-Alsaadi +3 more
doaj +8 more sources
Engaging consumers through firm-generated content on Instagram [PDF]
Spanish Journal of Marketing-ESIC, 2021 Purpose – The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE).
Estefania Ballester +2 more
doaj +5 more sources
Do firms still need to be social? Firm Generated Content in social media [PDF]
Information Technology & People, 2019 The aim of this paper is to investigate how firm-generated content (FGC) impacts consumer brand awareness, brand loyalty, and electronic word of mouth (eWOM), and how this, in turn, influences consumer purchase intention. In order to test this conceptual
Konstantoulaki, K. +5 more
core +4 more sources
Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing [PDF]
Journal of Service Management, 2018 Purpose The purpose of this paper is to study consumer engagement as a dynamic, iterative process in the context of TV shows. A theoretical framework involving the central constructs of brand actions, customer engagement behaviors (CEBs), and consumption
Vijay Viswanathan +2 more
exaly +4 more sources
Future Business JournalThis study examines the impact of advertising, firm-generated content (FGC), and user-generated content (UGC) on the customer's propensity to buy food online. An online survey questionnaire was developed and administered to users of food aggregators. The
Sudharshini Vasan +2 more
doaj +3 more sources
How Does the Relevance of Firm-Generated Content to Products Affect Consumer Brand Attitudes?
Journal of Theoretical and Applied Electronic Commerce ResearchDespite the growing importance of firm-generated content (FGC) on social platforms, the effect of its relevance to products on consumer brand attitudes remains underexplored.
Yao Li, Ying Yin, Zhiqiang Wang
doaj +3 more sources
Journal of Destination Marketing & Management, 2020 This paper focuses on the factors that determine the popularity of the destination content posted on social media by the destination marketing organizations (DMOs). Specifically, it aims to study the extent to which the destination image attributes included in content posted by DMOs (i.e. firm generated content or FGC) increase popularity.
Blanca Hernandez +2 more
exaly +4 more sources
Measuring the Real-Time Stock Market Impact of Firm-Generated Content [PDF]
Journal of Marketing, 2021 Firms increasingly follow an “always on” philosophy, publishing multiple pieces of firm-generated content (FGC) every day. Current methodologies used in marketing are unfit to unbiasedly capture the impact of FGC disseminated intermittently throughout the day on stock markets characterized by ultra-high-frequency trading.
Ewelina Lacka +3 more
openaire +2 more sources
Journal of Interactive Marketing, 2023 The enormous growth of social media has increased interest in this platform among marketers and marketing academics. However, the previous literature has not provided a clear consensus regarding the influence of social media content on consumers’ brand loyalty. The meta-analysis presented in this article integrates results from 223 independent samples,
Olli Tyrväinen +2 more
semanticscholar +5 more sources
The influence of firm-Generated video on user-Generated video: Evidence from China
International Journal of Engineering Business Management, 2022 We examined the impact of firm-generated content on firm-related user-generated content. Researches have proven that firm-related user-generated content impacts firm revenue.
Zirui Ma, Bin Gu
doaj +2 more sources