The Role of Marketer-Generated Content in Customer Engagement Marketing:

Published on Sep 9, 2019in Journal of Marketing
· DOI :10.1177/0022242919873903
Matthijs Meire3
Estimated H-index: 3
,
Kelly Hewett9
Estimated H-index: 9
+ 2 AuthorsDirk Van den Poel52
Estimated H-index: 52
Sources
Abstract
Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few st...
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Abstract User- and marketer-generated content items on social media platforms are supposed to have an impact on economic target variables, such as variables measuring consumers' purchase behavior. The position of each content item – and thus the impact on economic variables – changes with newly appearing items. We propose a hierarchy score to capture the dynamics of the content items on social media platforms. In order to mimic the reduced visibility of earlier content items, our hierarchy score...
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