Essays about: "firm generated content"

Showing result 1 - 5 of 11 essays containing the words firm generated content.

1. 1. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Muhammad Usman Anwar; Usman Younis; [2023]
   Keywords : Firm generated content; Affective customer engagement; Perceived enjoyment; Perceived originality; Positive electronic word of mouth;

   Abstract : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. READ MORE

3. 2. The Impact of Brand Generated Content on Green Purchase Intention : A Study Based on Brand Generated Content on Social Media Platforms and Food Industry

   University essay from Umeå universitet/Företagsekonomi

   Author : Rupam Saha; [2022]
   Keywords : Green Consumerism; Green Purchase Intention; Green Foods; Green Products; Eco-friendly Foods; Sustainable Products; Environmental Friendly Products; Brand Generated Contents; Firm Generated Content on Social Media; Green Marketing.;

   Abstract : The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. READ MORE

4. 3. Consumer engagement in online brand communities: A netnographic study on Gymshark's Facebook brand page

   University essay from Göteborgs universitet/Graduate School

   Author : Winny Apaza; Tasnim Jahan; [2021-06-23]
   Keywords : online brand communities; content creators; content characteristics; consumer engagement; influencer generated content; firm generated content; consumer generated content;

   Abstract : Consumer engagement on online brand communities has increasingly become a field of interest among marketers. As the process of online consumer engagement is different from traditional ones, it continued to impose challenges to the marketers to take different strategies. READ MORE

5. 4. What is beautiful content? A qualitative study on firm-generated beauty content on Instagram

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Mirza Bander; Yasmine Hartvig; [2021]
   Keywords : firm-generated content; Instagram beauty content; visual communication; Swedish beauty consumers; consumer interest; semiotics; SOR-model; Instagram beauty retailers; Business and Economics;

   Abstract : Thesis Purpose: The purpose of this study is to extend the research on Instagram content. We will look at how different types of firm-generated content created by Swedish beauty retailers on Instagram is evaluated by young female Swedsih consumers in the hopes of finding which content that is perceived to be visually appealing and met with an interest. READ MORE

6. 5. Would companies benefit from incorporating consumer generated ads in their marketing strategy?

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Dina Eriksson Renzi; Rebecka Leirup; [2021]
   Keywords : ;

   Abstract : Technological developments constantly change companies' marketing strategies and theoverall communication between companies and their customers. This has led to new forms ofmarketing such as user generated content (UGC) marketing. UGC has been proposed to beperceived as more trustworthy and authentic than traditional firm created content. READ MORE