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Keywords: Firm-generated content
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Journal Articles
The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter
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European Journal of Innovation Management (2024) 27 (4): 1160–1181.
Published: 23 November 2022
...Ahmad Aljarah; Dima Sawaftah; Blend Ibrahim; Eva Lahuerta-Otero Purpose The aim of this study is first, to investigate the relative effect of user-generated content (UGC) and firm-generated content (FGC) on online brand advocacy, and second, to examine the mediation effect of customer engagement...
