Elaborating Visual Firm-Generated Content to Enhance the Customer Journey
Smart Innovation, Systems and TechnologiesSara Lapresta-Romero +1 more
exaly +2 more sources
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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User and Firm Generated Content on Online Social Media
International Journal of Online Marketing, 2016Social 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
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Leveraging User-Generated Content for Product Promotion: The Effects of Firm-Highlighted Reviews [PDF]
Information Systems Research, 2019 User-generated content (UGC) is increasingly used in the marketing communication mix for promoting products. This research investigates how firms can actively manage consumer-generated reviews in the form of highlighting authentic reviews at firms ...
Cheng Yi, Zhenhui Jiang, Xianghua Lu
exaly +3 more sources
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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How to Translate Firm-Generated Content to Sales? Evidence from Online Healthcare Platforms
Journal of Management Information SystemsNi Huang, Zhijun Yan
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Impact of Online Firm Generated Content (FGC) on Supply Chain Performance: An Empirical Analysis
2014 47th Hawaii International Conference on System Sciences, 2014Consumer generated contents on social media can provide insights and intelligence for firms to improve their performance. In this paper, we highlight the significance of firm generated content (FGC) on social media in supply chain context. Drawing upon social capital theory, this study uses an advanced sentiment analysis approach to examine the impact ...
Ajaya Kumar Swain, Qing Cao 0002
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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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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 ...
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Understanding the role of firm-generated content by hotel segment: the case of Twitter
Current Issues in Tourism, 2021Woo-Hyuk Kim, Eunhye Park, Sung-Bum Kim
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