Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content

• Main Authors: Goh, K.-Y., Heng, C.-S., Lin, Z.
• Other Authors: INFORMATION SYSTEMS
• Format: Article
• Published: 2014
• Subjects: Brand community; Communication mode; Conometric modeling; Consumer behavior; Marketer-generated content; Social media; Text mining; User-generated content
• Online Access: http://scholarbank.nus.edu.sg/handle/10635/77920
• Institution: National University of Singapore

10.1287/isre.1120.0469