Results 221 to 230 of about 840,915 (254)

The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter

European Journal of Innovation Management, 2022
PurposeThe aim of this study is first, to investigate the relative effect of user-generated content (UGC) and firm-generated content (FGC) on online brand advocacy, and second, to examine the mediation effect of customer engagement and the moderation ...
Ahmad Aljarah, Dima Sawaftah, Blend Ibrahim, Eva Lahuerta-Otero   +3 more
semanticscholar   +1 more source

Social media communication with intensified pandemic fears: evaluating the relative impact of user- and firm-generated content on brand loyalty

Asia-Pacific Journal of Business Administration, 2022
PurposeThe purpose of this study is to analyse user-generated content and firm-generated content on perceived quality and brand trust, and eventually how it impacted brand loyalty with pandemic fear as the moderator.Design/methodology/approachThis study ...
Lee Heng Wei, Ong Chuan Huat, Prakash V. Arumugam   +2 more
semanticscholar   +1 more source

Analyzing the influence of firm-generated content on consumer purchase intention

2020
C.R. Joyosugito, N. Sobari
openaire   +2 more sources

Elaborating Visual Firm-Generated Content to Enhance the Customer Journey

Smart Innovation, Systems and Technologies
Sara Lapresta-Romero, Blanca Hernández-Ortega   +1 more
exaly   +2 more sources

User-Generated Content (UGC) and Firm-Generated Content (FGC): Evaluating Customer Loyalty Towards Iphone Pro

KINFORMS
Antonio E. Etrata Jr. Antonio E. Etrata Jr., Reanne Angela D.C. Palac Reanne Angela D.C. Palac, Shaun Kerstie D. Garcia Shaun Kerstie D. Garcia, Alyssa Simoen C. Gamilla Alyssa Simoen C. Gamilla, Sydnee Valerie C. David Sydnee Valerie C. David   +4 more
openaire   +2 more sources

User and Firm Generated Content on Online Social Media

International Journal of Online Marketing, 2016
Social media communication content has gained a lot of interest in e-commerce literature. The present research note explores the scope of social media communication content across content source and levels of analysis. Based on a comprehensive review of 36 empirical papers spanning a decade (2004-2016), the research in social media content source is ...
Abhinita Daiya, Subhadip Roy
openaire   +1 more source

Social media marketing strategy: The impact of firm generated content on customer based brand equity in retail industry

Journal of Marketing Communications
This study aims to investigate the influence of firm-generated content (FGC) on Carrefour’s consumer-based brand equity (CBBE) within the Middle Eastern context, with a particular focus on the Kurdistan Region of Iraq (KRI).
G. Al-Abdallah, Rojan Barzani, Ala’ Omar Dandis, M. Eid   +3 more
semanticscholar   +1 more source

Enhancing brand loyalty through LGBTQ+ influencers: a study on the impact of firm-generated content in inclusive marketing strategies

Corporate Communications. An International Journal
PurposeThis study aims to examine the impact of firm-generated content (FGC) on lesbian, gay, bisexual, transgender, queer/questioning (LGBTQ+) influencers, focussing on inclusive marketing strategies and enquires the ability of LGBTQ+ influencers to ...
Evi Chatzopoulou, Athanasios Poulis, A. Giovanis   +2 more
semanticscholar   +1 more source

Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach

Marketing Intelligence & Planning
PurposeThis research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of likes and shares, and further investigates the moderating role of ...
Feng Wang, Mingyue Yue, Quan Yuan, Rong Cao   +3 more
semanticscholar   +1 more source

Pengaruh Firm Generated Content dan Persepsi Kualitas Produk Terhadap Keputusan Pembelian Pakaian Thrift pada Thriftshop Elnassupply

MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
One of the current clothing phenomena that is popular with all groups is wearing used clothes that are still suitable for use or commonly called thrifting.
Muhammad Anas Mu’tashim, Indra Hastuti, Khabib Alia Akhmad   +2 more
semanticscholar   +1 more source