Engaging consumers through firm-generated content on Instagram

Engaging consumers through firm-generated content on Instagram

Purpose – The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behavio...

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Bibliographic Details
Main Authors: Estefania Ballester, Carla Ruiz, Natalia Rubio
Format: Article
Language:English
Published: Emerald Publishing 2021-12-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
instagram
eco-friendly restaurant
customer engagement
originality
enjoyment
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-11-2020-0189/full/pdf?title=engaging-consumers-through-firm-generated-content-on-instagram

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https://www.emerald.com/insight/content/doi/10.1108/SJME-11-2020-0189/full/pdf?title=engaging-consumers-through-firm-generated-content-on-instagram

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