TY  - JOUR 
AU  - Aljarah, Ahmad
AU  - Sawaftah, Dima
AU  - Ibrahim, Blend
AU  - Lahuerta Otero, Eva
PY  - 2024
SN  - 1460-1060
UR  - http://hdl.handle.net/10366/168769
AB  - [EN]Purpose – The aim of this study is first, to investigate the relative effect of user-generated content (UGC) and
firm-generated content (FGC) on online brand advocacy, and second, to examine the mediation effect of
customer engagement and the...
LA  - eng
PB  - Emerald
KW  - User-generated content
KW  - Firm-generated content
KW  - Customer engagement
KW  - Online brand advocacy
KW  - Brand familiarity
TI  - The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter
DO  - 10.1108/EJIM-05-2022-0259
T2  - European Journal of Innovation Management
VL  - 27
M2  - 1160
ER  -