How does marketers’ and users’ content on corporate Facebook fan pages influence brand equity?

作者：

Highlights：

• This study analyses influence of MGC and UGC in social media on brand equity.

• MGC and UGC on Facebook is collected of a sample of companies with 2,211 posts.

• MGC and UGC is classified on three dimensions: quality, valence and volume.

• Findings confirm the three dimensions of content have effects on brand equity.

摘要

•This study analyses influence of MGC and UGC in social media on brand equity.•MGC and UGC on Facebook is collected of a sample of companies with 2,211 posts.•MGC and UGC is classified on three dimensions: quality, valence and volume.•Findings confirm the three dimensions of content have effects on brand equity.

论文关键词：Brand equity,Corporate Facebook fan pages,Marketer-generated content,Social media strategy,User-generated content

论文评审过程：Received 3 January 2019, Revised 4 June 2019, Accepted 4 June 2019, Available online 13 June 2019, Version of Record 19 June 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100867