Results 1 to 10 of about 33,508 (148)
Digital Marketing and Fast-Food Intake in the UAE: The Role of Firm-Generated Content among Adult Consumers [PDF]
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 +4 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
Ho Chi Minh City Open University Journal of Science - Economics and Business AdministrationThe purpose of this paper is to explore the ability of the combination of Theory of Reasoned Action (TRA) and Information Adoption Model (IAM); to predict and explain how Firm-Generated Content (FGC) and User-Generated Content (UGC) influence the ...
Tuan Van Pham +5 more
doaj +2 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.
Hector San Martín +2 more
exaly +3 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 +2 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 +2 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 +1 more source
Engaging customers through user-and company-generated content on CSR [PDF]
Spanish Journal of Marketing-ESIC, 2019 Purpose – This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types ...
Alberto Badenes-Rocha +2 more
doaj +1 more source
Be a part of it: promoting WOM, eWOM, and content creation through customer identification [PDF]
Spanish Journal of Marketing-ESIC, 2020 Purpose – Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and ...
Jaime Romero, Daniel Ruiz-Equihua
doaj +1 more source