Bipolar influence of firm-generated content on customers’ offline purchasing behavior: A field experiment in China

Zhi Yang,Yu Zheng, Yufei Zhang,Yanhui Jiang, Hua-Tung Chao,Shuh-Chyi Doong

Electronic Commerce Research and Applications（2019）

引用 19|浏览43

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摘要

•Firm-generated content (FGC) posted on social media has been largely overlooked.•FGC can significantly affect customers’ offline spending and price insensitivity.•Informative FGC acts more like traditional online advertisement.•Persuasive FGC acts more like an interaction provider.•The effect of informative/persuasive FGC is different.

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关键词

Social commerce,Official social media page,Firm-generated content,Customer relationship management,Field experiment

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