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- W3017905263 abstract "Firms are investing heavily in social media, but they lack a clear understanding of the influence of the different types of social media content on customer behaviour. In view of this, the differential effect of various types of social media content on customer behaviour is the focus of academicians and researchers. This conceptual paper explores the relationship between different types of social media content and customer behaviour. To investigate this relationship, the dimensions of empathetic firm generated content are conceptualized as informative, remunerative, entertaining and relational content. Furthermore, the mediating effect of flow and the moderating effect of subjective norms in the relationship between empathetic firm generated content and customer behavior have been discussed. Eventually, a conceptual framework has been proposed which links empathetic firm generated content, flow, subjective norms, intentions and behavior. The variables in the conceptual framework are discussed along with research implications and future research directions." @default.
- W3017905263 created "2020-05-01" @default.
- W3017905263 date "2020-03-01" @default.
- W3017905263 modified "2023-09-25" @default.
- W3017905263 title "EMPATHETIC FIRM GENERATED CONTENT IN SOCIAL MEDIA AND ITS OUTCOMES: A CONCEPTUAL STUDY" @default.
- W3017905263 doi "https://doi.org/10.31838/jcr.07.05.195" @default.
- W3017905263 hasPublicationYear "2020" @default.
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