Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content
Despite the popular use of social media by consumers and marketers, empirical research
investigating their economic values still lags. In this study, we integrate qualitative user-
marketer interaction content data from a fan page brand community on Facebook and
consumer transactions data to assemble a unique data set at the individual consumer level.
We then quantify the impact of community contents from consumers (user-generated
content, ie, UGC) and marketers (marketer-generated content, ie, MGC) on consumers' …
investigating their economic values still lags. In this study, we integrate qualitative user-
marketer interaction content data from a fan page brand community on Facebook and
consumer transactions data to assemble a unique data set at the individual consumer level.
We then quantify the impact of community contents from consumers (user-generated
content, ie, UGC) and marketers (marketer-generated content, ie, MGC) on consumers' …
Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content
Despite the popular use of social media by consumers and marketers, empirical research
investigating their economic values still lags. In this study, we integrate qualitative user-
marketer interaction content data from a fan page brand community on Facebook and
consumer transactions data to assemble a unique data set at the individual consumer level.
We then quantify the impact of community contents from consumers (user-generated
content, ie, UGC) and marketers (marketer-generated content, ie, MGC) on consumers' …
investigating their economic values still lags. In this study, we integrate qualitative user-
marketer interaction content data from a fan page brand community on Facebook and
consumer transactions data to assemble a unique data set at the individual consumer level.
We then quantify the impact of community contents from consumers (user-generated
content, ie, UGC) and marketers (marketer-generated content, ie, MGC) on consumers' …
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