Bipolar influence of firm-generated content on customers’ offline purchasing behavior: A field experiment in China

作者：

Highlights：

• Firm-generated content (FGC) posted on social media has been largely overlooked.

• FGC can significantly affect customers’ offline spending and price insensitivity.

• Informative FGC acts more like traditional online advertisement.

• Persuasive FGC acts more like an interaction provider.

• The effect of informative/persuasive FGC is different.

摘要

•Firm-generated content (FGC) posted on social media has been largely overlooked.•FGC can significantly affect customers’ offline spending and price insensitivity.•Informative FGC acts more like traditional online advertisement.•Persuasive FGC acts more like an interaction provider.•The effect of informative/persuasive FGC is different.

论文关键词：Social commerce,Official social media page,Firm-generated content,Customer relationship management,Field experiment

论文评审过程：Received 14 February 2018, Revised 29 December 2018, Accepted 26 March 2019, Available online 1 April 2019, Version of Record 6 April 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100844