Interactive Effects of FGC Content Type with FGC Content Characteristics and UGC Content Valence on Firm Performance

摘要

Research has predominantly looked at the impact of UGC on consumer behavior and firm performance.An emerging stream of research has started to explore the relationship between FGC and firm performance.Despite the general understanding of FGC's positive effect on firm performance, an important knowledge gap remains with regard to understanding how different types of FGC impact firm performance.Studies have recognized that content of FGC communications is important, and it is better to explore finer granularity of its influence.Moreover, because of simultaneous involvement of both consumers and marketers on social media, it is important to understand how different types of FGC and UGC simultaneously affect firm performance.This research aims to bridge the gaps in our understanding of the impact of different types of FGC as well as the interaction of UGC and FGC on firm performance.