Tag Archives: marketer-generated content

Customers vs marketers: who has a bigger influence?


The rise in popularity of social networking sites has led to user generated content and word of mouth to become popular sources of information. Marketers have identified this trend as well and currently there is hardly any company that does not have their own Facebook page or Twitter account where marketers post content regularly and interact with the customers in name of the company. Both the user-generated content and marketer generated content are popular and everyday used tools, but what exactly is their impact on our purchasing behavior? In this research Goh et al. (2013) want to test this through the following research question:  how is consumer purchase behavior influenced by user-generated content and marketer generated content in social media brand communities and if and how do the communication modes matter?

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