Do firms still need to be social? Firm generated content in social media

Purpose The purpose of this paper is to investigate how firm-generated content (FGC) impacts consumer brand awareness, brand loyalty and electronic word of mouth (eWOM), and how this, in turn, influences consumer purchase intention. Design/methodology/approach In order to test this conceptual framework, statistical analysis was carried out employing structural equation modelling. Findings The findings indicate that FGC has a positive impact on...