articleSSRN Electronic JournalJan 1, 2012GREEN OA

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content

KYKhim Yong GohCSCheng Suang HengZLZhijie Lin

National University of Singapore · Tsinghua University

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Abstract

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808
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References
90
Citations per year

Authors

3

Topics & keywords

Topics
Keywords
  • Advertising
  • User-generated content
  • Business
  • Social media
  • Brand community
  • Marketing
  • Content (measure theory)
  • Consumer behaviour
UN Sustainable Development Goals
  • Peace, Justice and strong institutions
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