important part of marketing campaigns

Joshua Campbell Article Review T00207852 MKTG 4460-01 Kumar A., l3ezawada R., Rishika R., Janakiraman R., Kannan P.K., “From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior” Journal of Marketing, Vol. 80, 7-24

September 7, 2018
Social media has become an important part of marketing campaigns and the marketing sector, which is why I have chosen to review the article From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. This group of professors from a series of accredited university globally have gone in depth and approached how Firm Generated Content or (FGC) affects two customer behaviors, consumer spending, and cross buying. The research they have written about creates, in my opinion, a greater insight into how these two integral pieces of customer behaviour can affect an individual customer’s profitability. This information is relevant as “social media advertising has increased worldwide ($17.74 billion in 2014 vs. $1 1.36 billion in 2013, which amounts to an increase of 56.2%) and that social media engagement drives sales”- (Kumar et al .7). This statement allows us to see why these professors have written this article on firm generated content for the Journal of Marketing.
The concept that firm generated content (FGC) is becoming a large proponent of marketing is backed by statistics, and information stated by this group. With its relations to (FGC), cross buying is the act of buying multiple different products or services from the same firm. Kumar et al. say that, firms use cross buying to help generate customer loyalty, as well as longer relationships with the firm, and generally this leads to higher revenues and profits (.9). This can be related back to the three main research proponents used by the professors, length of relationship, tech savviness, and social media proneness – (Kumar et al .9). These three
proponents are key when we look at the data this group has used when finding their results and in
my opinion are fair variables to use when it comes to this topic. The reason these factors are so
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