The effects of firm-generated content on different social media platforms on viral marketing
ISSN: 0736-3761
Article publication date: 28 April 2023
Issue publication date: 31 July 2023
Abstract
Purpose
This study aims to explore the impact of firm-generated content (FGC) on viral marketing on multiple social media platforms, and how social ties embedded in different social media platforms affect the motives for social dissemination.
Design/methodology/approach
Three studies were conducted to test the model. A quasi-field experiment (Study 1) supported this main effect. Studies 2 and 3 examined the underlying mechanism and enhanced the internal and external validity of the findings.
Findings
The findings revealed that warmth (vs competence)-oriented FGC is consistent with the communion (vs agency) mode and elicits greater social dissemination on social media embedded with strong (vs weak) ties.
Practical implications
This study illustrates that FGC that matches communication modes on multiple social media platforms embedded with different social ties will trigger viral marketing and being aware of this match is crucial for policymakers.
Originality/value
This research sheds light on the effects of FGC on viral marketing on multiple social media platforms embedded in different social ties.
Keywords
Acknowledgements
The authors would like to thank the Editor-in-Chief and anonymous reviewers for their constructive comments and suggestions on this paper. And the authors also would like to thank Editage (www.editage.com) for English language editing.
Funding: National Natural Science Foundation of China, Grant/Award Number: 72132008.
Citation
Zhang, R., Chen, X., Wang, W. and Shafi, M. (2023), "The effects of firm-generated content on different social media platforms on viral marketing", Journal of Consumer Marketing, Vol. 40 No. 6, pp. 651-662. https://doi.org/10.1108/JCM-04-2020-3772
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited