... by proposing a conceptual model grounded in the theory of planned behavior and examining the effect of user-generated content (UGC) and firm-generated content (FGC) dimensions on the brand usage intention (BUI) of sports brands across SM platforms through brand trust (BT) and brand engagement (BE). Design...

... on the same platform. Finally, traditional WOM receivers generally know the identity of the senders. Therefore, the credibility of the communicator and the message is known to the receiver. Literature review Electronic word-of-mouth Online review User-generated content Cultural differences Cross...

...Jessica Babin; John Hulland Purpose Some consumers are engaged in online curation, a type of user-generated content, in ways that can be impactful for brands. An example of online curation includes organizing themed collections of product images on Pinterest. The purpose of this paper is to present...

... types of social media communication, firm-generated content and user-generated content. Design/methodology/approach The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7...