Purpose

This study aims to explore the impact of firm-generated content (FGC) on viral marketing on multiple social media platforms, and how social ties embedded in different social media platforms affect the motives for social dissemination.

Design/methodology/approach

Three studies were conducted to test the model. A quasi-field experiment (Study 1) supported this main effect. Studies 2 and 3 examined the underlying mechanism and enhanced the internal and external validity of the findings.

Findings

The findings revealed that warmth (vs competence)-oriented FGC is consistent with the communion (vs agency) mode and elicits greater social dissemination on social media embedded with strong (vs weak) ties.

Practical implications

This study illustrates that FGC that matches communication modes on multiple social media platforms embedded with different social ties will trigger viral marketing and being aware of this match is crucial for policymakers.

Originality/value

This research sheds light on the effects of FGC on viral marketing on multiple social media platforms embedded in different social ties.

中文翻译：

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公司在不同社交媒体平台上生成的内容对病毒式营销的影响

目的

本研究旨在探讨企业生成内容（FGC）对多个社交媒体平台病毒式营销的影响，以及不同社交媒体平台中嵌入的社交关系如何影响社交传播的动机。

设计/方法论/途径

进行了三项研究来测试该模型。准场实验（研究 1）支持了这一主效应。研究 2 和研究 3 检验了潜在的机制并增强了研究结果的内部和外部有效性。

发现

研究结果表明，以温暖（相对于能力）为导向的女性生殖器接触与交流（相对于代理）模式是一致的，并在嵌入强（相对于弱）关系的社交媒体上引发更大的社会传播。

实际影响

这项研究表明，FGC 在嵌入不同社会关系的多个社交媒体平台上匹配通信模式将引发病毒式营销，并且了解这种匹配对于政策制定者至关重要。

原创性/价值

这项研究揭示了 FGC 对嵌入不同社会关系的多个社交媒体平台上的病毒式营销的影响。