Weiger, Welf H.; Wetzel, Hauke A.; Hammerschmidt, Maik - In: European Journal of Marketing 53 (2019) 9, pp. 1808-1832
Purpose: Firms increasingly rely on content marketing to trigger user engagement in social media brand communities. The purpose of this paper is to examine how three generic types of marketer-generated content (affiliative, injunctive and utilitarian content) drive user engagement by...