DC FieldValueLanguage
dc.contributor.authorKonstantoulaki, Kleopatra-
dc.contributor.authorPoulis, Athanasios-
dc.contributor.authorRizomyliotis, Ioannis-
dc.date.accessioned2024-02-29T14:04:34Z-
dc.date.available2024-02-29T14:04:34Z-
dc.date.issued2019-03-15-
dc.identifierscopus-85052585059-
dc.identifier.issn09593845-
dc.identifier.other85052585059-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1272-
dc.description.abstractPurpose: The purpose of this paper is to investigate how firm-generated content (FGC) impacts consumer brand awareness, brand loyalty and electronic word of mouth (eWOM), and how this, in turn, influences consumer purchase intention. Design/methodology/approach: In order to test this conceptual framework, statistical analysis was carried out employing structural equation modelling. Findings: The findings indicate that FGC has a positive impact on brand awareness, brand loyalty, eWOM and purchase intention. Furthermore, the results reveal that a link exists between consumer eWOM behaviour and brand awareness and loyalty. This study also demonstrates that company communication through Facebook and Instagram has a positive effect on consumer purchase intention. Finally, it has been shown that, regarding eWOM and purchase intention, FGC posted on Instagram has a greater impact on its users than that posted on Facebook. Originality/value: Consumer purchase intention is increasingly impacted by the growing use of social media by companies and marketers. This changing environment has opened up new challenges. However, there is still much work to be done in understanding the full effects of FGC communication, and how this influences consumer brand perception and purchase intention.en_US
dc.language.isoenen_US
dc.relation.ispartofInformation Technology and Peopleen_US
dc.subjectBrandsen_US
dc.subjectConsumer behaviouren_US
dc.subjectE-marketingen_US
dc.subjectSocial mediaen_US
dc.titleDo firms still need to be social? Firm generated content in social mediaen_US
dc.typeArticleen_US
dc.identifier.doi10.1108/ITP-03-2018-0134en_US
dc.identifier.scopus2-s2.0-85052585059-
dcterms.accessRights0en_US
dc.relation.deptDepartment of Early Childhood Education and Careen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume32en_US
dc.relation.issue2en_US
dc.identifier.spage387en_US
dc.identifier.epage404en_US
dc.linkhttps://www.scopus.com/record/display.uri?eid=2-s2.0-85052585059&origin=inward&txGid=f098e4c79189f12a5ce78217a420b5a7en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeArticle-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
crisitem.author.deptDepartment of Early Childhood Education and Care-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0002-0481-3637-
crisitem.author.orcid0000-0002-3516-0050-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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