... summarizes the relevant literature. Firm-generated content on social media platforms—whether organic or sponsored—usually comprises a brief text message followed by a hyperlink to the firm’s website. In this “link economy,” the social media platform thus serves as paid or earned media where firms can...

...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...