Engaging consumers through firm-generated content on Instagram

Purpose The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour. Design/methodology/approach The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram...