The Role of Marketer-Generated Content in Customer Engagement Marketing:

Volume: 83, Issue: 6, Pages: 21 - 42
Published: Sep 9, 2019
Abstract
Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few studies have investigated firms’ ability to influence the sentiment of customers’ digital engagement. Many firms track buyers’ offline interactions, design online content to coincide with customers’ experiences, and face varied performance during events,...
Paper Details
Title
The Role of Marketer-Generated Content in Customer Engagement Marketing:
Published Date
Sep 9, 2019
Volume
83
Issue
6
Pages
21 - 42
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