Skip to Content Skip to Footer

JM Webinar: How Marketer-Generated Content Can Drive Customer Engagement

Marketers of experiential events including concerts, sports competitions, and other sponsored events, often post informational or emotional social media to drive engagement or influence customers’ perceptions of their event experiences. Following a poor performance, can a marketer effectively engage customers and enhance the sentiment of customers’ social media contributions based on the firm’s own posts, and if so, what should those posts say? Kelly Hewett and Michel Ballings share the results of their study and advice to marketers.

Full article in the Journal of Marketinghttps://doi.org/10.1177%2F0022242919873903

Read the Scholarly Insight for this article here.

The owner of this website has made a commitment to accessibility and inclusion, please report any problems that you encounter using the contact form on this website. This site uses the WP ADA Compliance Check plugin to enhance accessibility.