Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content

Volume: 24, Issue: 1, Pages: 88 - 107
Published: Jan 14, 2013
Abstract
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, i.e.,...
Paper Details
Title
Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content
Published Date
Jan 14, 2013
Volume
24
Issue
1
Pages
88 - 107
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