From social to sale: The effects of firm-generated content in social media on customer behavior

Journal of Marketing

Volumn 80, Issue 1, 2016, Pages 7-25

  Kumar, Ashish ^a   Bezawada, Ram ^b,c   Rishika, Rishika ^d   Janakiraman, Ramkumar ^d   Kannan, P K ^e  

^a HELSINKI SCHOOL OF ECONOMICS   (Finland)

^b INDIAN SCHOOL OF BUSINESS   (India)

^c UNIVERSITY AT BUFFALO   (United States)

^d UNIVERSITY OF SOUTH CAROLINA   (United States)

^e UNIVERSITY OF MARYLAND   (United States)

Author keywords

Customer relationship management; Digital marketing; Firm generated content; Propensity score matching difference in differences; Social media analytics

Indexed keywords

EID: 84955613023     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.14.0249     Document Type: Article

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