From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior
| Main Authors: | Kumar Ashish, Bezawada Ram, Rishika Rishika, Janakiraman Ramkumar, Kannan P.K. |
|---|---|
| Format: | Journal Book |
| Bahasa: | ind |
| Terbitan: |
Journal of Marketing Management
, 2016
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| Subjects: | |
| Online Access: |
http://opac.unila.ac.id/ucs/index.php?p=show_detail&id=42089 |
Daftar Isi:
- Given the unprecedented reach of social media, firms are increasingly relying on it as a channel for marketingcommunication. The objective of this study is to examine the effect of firm-generated content (FGC) in social media onthree key customer metrics: spending, cross-buying, and customer profitability. The authors further investigate thesynergistic effects of FGC with television advertising and e-mail communication. To accomplish their objectives, theauthors assemble a novel data set comprising customersâ social media participation data, transaction data, andattitudinal data obtained through surveys. The results indicate that after the authors account for the effects of televisionadvertising and e-mail marketing, FGC has a positive and significant effect on customersâ behavior. The authors showthat FGC works synergistically with both television advertising and e-mail marketing and also find that the effect ofFGC is greater for more experienced, tech-savvy, and social mediaâprone customers. They propose and examine theeffect of three characteristics of FGC: valence, receptivity, and customer susceptibility. The authors find that whereasall three components of FGC have a positive impact, the effect of FGC receptivity is the largest. The study offers criticalmanagerial insights regarding how to leverage social media for better returns.