Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

Purpose Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention. Design/methodology/approach The authors devised a 2 (product type: search vs....