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Journal of Marketing Management Volume 36, 2020 - Issue 17-18
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A model for investigating the impact of owned social media content on commercial performance and its application in large and mid-sized online communities

Marcelo Vinhal Nepomucenoa Department of Marketing, HEC Montréal, Montréal (Québec), CanadaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0001-5150-6675View further author information
ORCID Icon,
Luca M. Viscontib Department of Marketing, Università Della Svizzera Italiana, Lugano, SwitzerlandView further author information
&
Tolga Cenesizogluc Department of Finance, HEC Montréal, Montréal (Québec), CanadaView further author information
Pages 1762-1804 | Received 06 Sep 2019, Accepted 25 Jul 2020, Published online: 06 Oct 2020

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Valter Afonso Vieira, Marcos Inácio Severo de Almeida, Colin B. Gabler, Ricardo Limongi, Milena Costa & Miriam Pires da Costa. (2022) Optimising digital marketing and social media strategy: from push to pull to performance. Journal of Marketing Management 38:7-8, pages 709-739.
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Articles from other publishers (5)

Chau Minh Nguyen, Marcelo Vinhal Nepomuceno, Yany Grégoire & Renaud Legoux. (2023) Striking the Right Notes: Long- and Short-Term Financial Impacts of Musicians’ Charity Advocacy Versus Other Signaling Types. Journal of Business Ethics.
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Marcelo Vinhal Nepomuceno, Hooman Rahemi, Tolga Cenesizoglu & Laurent Charlin. (2023) Should We Feed the Trolls? Using Marketer-Generated Content to Explain Average Toxicity and Product Usage. Journal of Interactive Marketing 58:4, pages 440-462.
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Zoé Masson & Guy Parmentier. (2023) Drivers and mechanisms for online communities performance: A systematic literature review. European Management Journal 41:4, pages 590-606.
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Manika Wisessathorn, Nuchchamon Pramepluem & Sawian Kaewwongsa. (2022) Factor structure and interpretation on the Thai-Social Media Engagement Scale (T-SMES). Heliyon 8:7, pages e09985.
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Ya Sun, Limei Zhai, Wenbin Liu & Kaiwen Yang. (2022) Corporations' Owned Social Media Narrative. IEEE Transactions on Professional Communication 65:2, pages 280-293.
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