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Is firm-generated content a lost cause?
Journal of Business Research, 2022Abstract The COVID-19 pandemic brought lockdowns upon consumers and firms alike, and social media became the vehicle by which brands attract more customers into their sales funnels. Accordingly, firm-generated content (FGC) has become a popular tool, allowing brands to use various content types to show consumers sharable, informative, and comment ...
Joanna Santiago +2 more
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Putting Words in Their Mouths: Firm-Generated User Content and Consumer Sharing Behavior
Journal of MarketingUser-generated content, such as word of mouth, traditionally has been immune to firm influences. However, companies have recently started developing content and encouraging consumers to post it rather than relying solely on organic consumer-generated content.
Jonathan Beck, Clay M Voorhees
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Understanding the role of firm-generated content by hotel segment: the case of Twitter
Current Issues in Tourism, 2021Although user-generated content (UGC) and firm-generated content (FGC) on social media are vital for firm performance, yet researchers interested in such content have largely examined only UGC’s effects on consumer behaviour.
Woo-Hyuk Kim, Eunhye Park, Sung-Bum Kim
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The Ripple Effect of Firm-Generated Content for New Movie Releases
SSRN Electronic Journal, 2019Marketers frequently create social media content (i.e., firm-generated content; FGC) to ignite interest in new movies. Thus, there is a clear need to understand the magnitude and heterogeneity of the effect of FGC on movie demand and associated user-generated content (UGC).
Shijie Lu, Isaac Dinner, Rajdeep Grewal
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The effects of firm-generated content on different social media platforms on viral marketing
Journal of Consumer Marketing, 2023Purpose This study aims to explore the impact of firm-generated content (FGC) on viral marketing on multiple social media platforms, and how social ties embedded in different social media platforms affect the motives for social dissemination. Design/methodology/approach Three studies were conducted to test the model.
Renping Zhang +3 more
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Recycling firm-generated content on social media platforms: phenomenon and research propositions
Marketing Intelligence & PlanningPurposeThe manuscript aims to introduce the managerial practice of content recycling – that is, a firm's recycling of its posts on social media platforms. I define and distinguish the phenomenon from related ones and offer propositions for future research to test empirically.Design/methodology/approachReview of the practitioner literature, in-situ ...
Vivek Astvansh
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Journal of Management Information Systems, 2019
Social media platforms provide an enormous public repository of textual data from which valuable information can be extracted. We show that firms can extract business intelligence from social media data bearing on an important business application ...
Yuheng Hu, Yili Hong, David Gal
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Social media platforms provide an enormous public repository of textual data from which valuable information can be extracted. We show that firms can extract business intelligence from social media data bearing on an important business application ...
Yuheng Hu, Yili Hong, David Gal
exaly +2 more sources
Retailer Differentiation in Social Media: An Investigation of Firm-Generated Content on Twitter
Journal of MarketingSocial media platforms have been used by firms for a variety of purposes: building firms’ brand image, increasing customer engagement, and providing customer service, among others. However, there is little research on content strategies adopted by traditional rival firms competing on online social media platforms. This article seeks to fill this gap by
Mikhail Lysyakov +3 more
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The Impact Of Firm-Generated Content On Tourist Attitudes:, Study On Instagram Account @Azhotels
مجلة الإدارة والتنمية للبحوث والدراسات: Online tourism content plays a pivotal role in shaping tourist attitudes, and firm-generated content has become a common tool allowing firms to build, ensure, and enhance their relationship with their target market.
Faiza Mahrez, Zohra Boudriche
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