From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior

By Ashish Kumar, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P. K. Kannan. 2016

971 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5d76fb2d561cb9185cf69f19c45c34bbd6db9f1c

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Citations in the corpus

A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016, background): “Importantly, recent work by Kumar et al. (2016) also considers how ﬁ rm-generated content in social media affects sales.”
Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context (2021, positive): “Previous studies have explored engagement with content generated by luxury fashion brands on social media platforms, where consumers 'Follow', 'Like', 'Comment' on or 'Share' content (Kumar et al., 2016; Pentina, Guilloux, & Micu, 2018).”
Digital marketing: A framework, review and research agenda (2017, positive): “Finally, Kumar et al. (2016) studied the impact of firm-generated content in social media sites on individual customer purchases in and across product categories and found that firm-generated content complemented and strengthened the impact of TV and email marketing on sales.”
ENGAGEMENT WITH SOCIAL MEDIA CONTENT: A QUALITATIVE EXPLORATION (2018, background): “For example, Kumar et al. (2016) examined the impact of “social media engagement” on customer purchase behavior.”
Device Switching in Online Purchasing: Examining the Strategic Contingencies (2018, methodology): “Propensity scores are used, for example, by Kumar et al. (2016) when investigating the impact of social media and by Montaguti, Neslin, and Valentini (2015) in multichannel research.”
The Digital Workforce and the Workplace of the Future (2016, background): “Further, with more organizations using firm-generated social media content to connect with customers and build their brands, employees who understand and can leverage the power of social media will also be valuable to organizations (Kumar, Bezawada, Rishika, Janakiraman, & Kannan, 2016).”
Don't Just “Like” Me, Promote Me: How Attachment and Attitude Influence Brand Related Behaviors on Social Media (2018, methodology): “These distinctions are important considerations for researchers studying the measurement and management of both offline and online brand advocacy (Baker, Donthu, and Kumar 2016).”
Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities (2019, background): “…than 65 million firms leverage online brand communities to connect with customers and achieve known performance benefits, such as increased online reputation, brand patronage, and customer spending (Baker, Donthu, and Kumar 2016; Hollenbeck 2018, Kumar et al. 2016).”
The Effect of a Data Breach Announcement on Customer Behavior: Evidence from a Multichannel Retailer (2018, methodology): “We note that we follow the procedure in Caliendo and Kopeinig (2008) and recent studies in marketing (e.g., Huang et al. 2012; Kumar et al. 2016; Shi et al. 2017) to implement PSM. Propensity score matching involves the calculation of the propensity score, the probability that a customer purchased…”
Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages (2019, background): “…rhetoric, image acts, text mining, message dynamics Social media platforms are rapidly replacing traditionalmarketing channels as go-to conduits for achieving a variety of marketing objectives, from creating awareness to calling on consumers to buy (Batra and Keller 2016; Kumar et al. 2016).”
The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing (2021, background): “Firm poster refers to official marketing content creators, who utilizes social media to increase brand exposure, and to build a better Y. Tan et al. Journal of Retailing and Consumer Services 63 (2021) 102696 relationship with consumers and sell their products or services (Kumar et al., 2016).”
Integrating Marketing Communications: New Findings, New Lessons, and New Ideas (2016, background): “126 / Journal of Marketing: AMA/MSI Special Issue, November 2016 • Social media (Kumar et al. 2016; Naylor, Lamberton, andWest 2012; Schweidel and Moe 2014).”
Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases (2020, background): “Regarding the information channels for hedonic purchases, social media has emerged as an influential channel, with 70%– 80% of study respondents reporting that their purchases are affected by the social media posts of companies and friends (eMarketer 2017; Hewett et al. 2016; Kumar et al. 2016).”
City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement (2020, background): “similar lines, based on a range of marketing studies, satisfied customers are more likely to exhibit a favorable response to firm-generated content in social media (Kumar et al., 2016).”