... characterized by being connected, involved, and intrinsically interested in something (Kumar and Pansari, 2016 ; O'Brien and Toms, 2006 ; Oh et al., 2018). Table A1 summarizes the relevant literature. Firm-generated content on social media platforms—whether organic or sponsored—usually...

...Feng Wang; Mingyue Yue; Quan Yuan; Rong Cao Purpose This research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of likes and shares, and further investigates the moderating role...