The Effects of Firm Generated Content in Social Media on Customer Behavior: An Empirical Examination – MSI

Working Paper

The Effects of Firm Generated Content in Social Media on Customer Behavior: An Empirical Examination

Ashish Kumar, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, and P.K. Kannan

Jun 4, 2016

Firm generated content works synergistically with TV ads and email marketing to boost customer spending and cross buying.

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