Modeling the Relationship Between Firm and User Generated Content and the Stages of the Marketing Funnel
While research has successfully linked social media to separate customer metrics, an in-depth conceptual and empirical understanding of how social media affects the stages of the marketing funnel is currently lacking. We draw on extant theories of consumer information processing and source credibility to conceptually link and contrast the relationships between firm generated content (FGC) dimensions of neutral valence, positive valence and vividness, user-generated content (UGC) dimensions of volume and valence and the marketing funnel stages of awareness, consideration, purchase intent and satisfaction. Link to the article
O'CONNOR, P., COLICEV, A. and KUMAR, A. (2019). Modeling the Relationship Between Firm and User Generated Content and the Stages of the Marketing Funnel. International Journal of Research in Marketing, 36(1), pp. 100-116.
Keywords : #Firm, #generated-content, #User, #generated-content, #Marketing-funnel, #Awareness, #Consideration, #Purchase, #Satisfaction