Inds Maen Managemen 982021) 41-58 aD Industrial Marketing Management journal homepage: ww.elsevier conocatelindmarman Differential effects of firm generated content on consumer digital engagement and firm performance: An outside-in perspective Ming Cheng*’, Jiaqi Liu’, Jiayin Qi* , Fang Wan“ Soyer us So, fie Uns, 75 Tree Se, Rm 7080, MA 028, USA “iain awnaianatCmanisain nae Aeskny of Sol ec 9 Paya Dah, Caan Di, Bing 10021, Cia “ne of rfl bier an Change Moonee ab of Da Soe a Mngt Deco Shag Ueto bein nd i 2 Ga ng ges 308 Can Kel of Pry ail an ey of hn 10 ger Sof ins, nity of Mana Prec Cc, eae Cn, Wig, Manabe RITSV, Cana Kew Conner il enggeet 1g dat Seca medin contains a mssive amount of information which provides recarchers ane practitioners with an Invaluable source of dita to conduct resench fom end-users perspectives im order o influence frm static choice. Athongh aa extensive arnt of rescrch fs ben delet n HC and 2B marketing ontet, few social mein ties take ade Int potential ings between extemal se internal matketng context in Indwsry specie prim. This study ans to Drie BAC and B26 soca media marketing, bY adopting the tome in perpertive me theoretical len. Using largesse data, collected fom a micro logging ite, (cronncrariated inforotion mecribled fo mle sures, we copii exenine the intercttcap beeen frm generated messages, omsimer digital engagement and firm sls performance in the movie i sry. Theoretically this sty bil pon the wien peptine ad extend the current knowledge ofthe futidedn perspective to the social media context, 1 also Urges the BOC and BOB marketing erature by enonsrating that the night genered fom BAC social medi nteratons should be iterated i the BB rn iterations, commana, and decison makings. Managerial, this sty pevides movle prions with nortan pletion Introduction Social media contains 3 massive amount of information, sthich provides researchers and practitioners an invaluable data source t0 study end-users! perspectives to influence firm strategic choices {utsde-in perspective) (Qusch, Pa, Lee, Weaven, & Palmatier, 2019). ln the B2C context, social media research largely focuses on examining the external market voice (eg, user generated content fom consumer sentiment perspectives (Meire, Hewet, Balings, Kumar, & Van den Pool, 2019). In dhe B2B context, research primarily emphasizes social ‘media communications solely within the B2B networks (e., Dru ‘ond, cGrath, «Toole, 2015). Few soeial media studies have dived Into potential linkages between external and internal marketing con texts (Cortez & Johnston, 2077), inking B2C and B2B in the same ‘conceptual framework. Because of this gap, multiple researchers have * Corresponding hoe called for fate work to develop mult yg News, + ByeSearch, + PayE em, +f ‘of FGC (informative and emotional appeal) on consumer digital ‘engagement behavior. The justification for using this approach lies in ‘wo aspects. Fst, the three key indiators (likes, comments, and shares) are count data with each variable being non-negative and right-skewed. Second, there Is an over-dspersion issue in our dataset ~ where the variance ofeach variable (likes, comments, and shares) i greater than the corresponding mean value (Choudhary etal, 2017; Rooderkerk & auvels, 2016) Therefore, the negative binomial regression analysis isa etter ft” in portaying the relationship between FGC and digital ‘engagement based on data structure inthis research (Cameron & Tv edi, 2013; Mu, Thomas, Qi, & Tan, 2018; Ohara & Kotze, 2010; Wool Arige, 1997), og(Opening week box offics,) = a + Shares, + asCommenty + asLiheny + arformativey + asBmotional, + aetracisity + aj3Expasure, + ayOrgin, aNovel, oO “payTimediference, + ayVideo, + ay Hyperlink, +a Pho, 8.3.2. Mediation effect of consumer digital engagement ‘Next, we employ a log linear regression model approach to examine 1) the direct relationship between FGG and opening week box office revenues (¢g,, Topalogl & Dass, 2019) and 2) the diect effects of| ‘consumer digital engagement on opening week boxoffice revenues (eg. Chevalier & Mayzlin, 2006; Hennig-Thurau, Wiettz, & Feldhaus, 2015). ‘The log-linear regression mel is specified in Eq, (2). We then test consumer digital engagements mediation eee, using the Bootstrap parallel multiple mediation analysis (Hays, 2018). The empirieal re sults are reported in the next section. “hay Specilday, + Rating, a;,Compentve, + ayDirecorpower, + ayeton, + ayAdventre, “}as:Comedy, 2 arama, + Romance, + eyThvler, + asEspenditre, + aNews; + ay Seareh, “fanBvent +6) ‘Two assumption are made in this estimation. Fist, consumer digital ‘engagement decision is independent. Thats, whether or nota consumer clicks the “like” button, provides comments, and/or shares the posts ‘through his or her profile solely depends upon his or her attitude and Judgment Second, a customer's engagement decison atthe current time ‘snot affected by his or her prior engagement decisions. ‘We denote ias a FGC message and jas a movie produet involved in [PGC pots. The number of consumer engagement behavior in different levels evoked by a FGC message ‘about movie] is denoted as Y, where ‘equals 1, 2, and 3, representing likes, comments, and shares vespec: tively. The actual number of likes, comments, or share in response to F.GC posts is denoted as 4. Therefore, the negative binomial regression model can be elaborated in Bq.) 4. Empirical results 4.1. Impact of FGC on consumer digital engagement ‘The empirical results showing the direc effets of FGC on consumer digital engagement at three diferent eves (Mode! 1) are summarized in ‘Table . Fst, for FGC content and its impact on eustomer digital engage rent, we conduct wo sets of model estination for each engagement evel Model 1(a isthe reduce form of Model 1(b), which only eoasists ‘of eontiol variables A shown In Model 1(b), informative appeal Is positively associated with likes (f) = 4.27, p < 0.001), comments (#) 3.88, p< 0.001), and shares (? = 0.24, p > 0.05). These results suggest‘hat informative appl only appears tobe sigan under the ont tlonofliker and commen alo indentes that informative appeals are pootivly associated with low and moderate level consumer dita fngegement (eg. likes o comments), bat ot the high-level engage: neat shares). Thetefore, hypothesis 1a partly suport Regaine the impaet of emotional FOC on consumer «ital engagement ofl level, we find that emetional appeals are positvely ssoiated ith comment} =9.29, p< 0.001) and shares (i = 2.99, P< 0001). However, the impact of emotional appeals on likes i insignineant(B ~ ~0.0, p > 0.05) n comparion to the iypact of infrmative FCC he esti that emotion] appeals ony appect tobe igen under the condition of comments at shares, The re sults svggest that emotional appeal ae positively asociate with ‘oderte an high diaitl engagement levels (62, comments, shares) bot ot the lowevel engagement Ce kes). Thereloe, hypothe 1 ‘sprialy supported. Secon, ve compare the magnitide of difference reparing the impact of two types of FOC (informative an emotional appeals) on thre level of consumer digital engagement, Since the wo ype of FEC Covariates are standardized and normale before the mode eine tion the magnitude of diference can be Meifed through a dite Comparison between te twocoeficents. As shown in Model (ander the like scenario, the coefiient of emotional appeal i isigifant G = 000, p > 0.05), whereas the cect of informative appeals significantly pose and has a much higher value (f= 427, p< 001), eaiggess tha informative OC engage consumer at er evel ‘nore eerily (elke) than emotional FEC. To frter validate hie Finding. we conduct a Wald test andthe ret consistent (W = 18.00, p< 0001) Ths, hypothesis 2 supported Asto tesa scenario, the coefficient of informative appeal is postive but insignificant 0:24, > 008), whereas the coelicent of emotional appeal ini ‘cantly positive and has a greater value (ji = 2.83, p < 0.001). The result indicates hat emevional FC ha a grester postive impact on engaging consumers ts higher level (esha) than informative FOC. A Wald fests also conducted under tis ear and we find the result be ensistent (W 2358, p = 0.001) Therefore, hypothesis 2s suport 4.2. Mediation effec of consumer digital engagement ‘To examine the indirect mediation effect of enc consumer digital engagement level, we employ the biascotrected bootstrapping approach. This particular approach allows confidence intervals to be asymmetric and offsets estimate inaccuracy that could derive from an ordinary bootstrap (Pron & Tibshirani, 1993; Preacher & Hayes, 2008). ‘The empirical results aze reported in Table 6. ‘As illustrated in Table 6, under the informative FGC scenario (Model 2a), indirect effets section, the point estimates forall consumer digital ‘engagement levels are significant (0.22 for likes, p < 0.01; 0.54 for comments, p < 0,001; 0.13 for shares, p < 0.01). Additionally, the bas corrected bootstrap confidence intervals of consumer digital engage ‘ment, based on 1000 boostrap samples, re entirely above zero (0.08 to (0.35;0.420 0.66, 0.05 100.24, respectively). Colletively, these results Indicate thatthe effect of informative FGC on opening week movie box office revenues are positively mediated by al three levels of consumer digital engagement, e, likes, comments, and shares, Therefore, hy pothesis Sai supported However, when it comes to emotional FEC mediation effect exami nation (Model 2b), we find that only comments (1.26, p < 0.001) and shares (3.31, p < 0,001) are significant with bias-corected bootstrap confidence tervals above zero (1.02 to 1.54 for comments and 3.01 to 361 for shares). The result imply a boundary condition onthe medi ation role of consumer digital engagement under the emotional FGC scenatio. Specifically, the effect of emotional FGC on opening week lal Marketing Mam 8 (2021) 4-58 movie box office revenues is only mediated by higher level digital engagement, inluding comments and shares. Therefore, hypothesis 3b is partially supported 4.3 Robuamess checks A cseries of tests are conducted to examine the robustness of the empirical results. Fist, a G-Index factor analyse is performed to test the correlations among the fine grained FOC features (Holey, 1968; stew 14, 1951). Most ofthe correlation coefficients estimated throug process are smaller than 0.1, suggesting that there are no strong, corte lations among the majority of message appeal dummy variables. The results ofthis factor analysis are reported in Appendix B. Second, we employ a two-stage least square regression model to examine the endogeneity issue, which might be caused by the simultaneity berween sales (eg opening week moviebox office) and the number of FGC exposure (Yoon et al, 2015). We use the average number of other competitive movies FGC messaging exposure asthe instrumental vai ble in this test. The detailed results, combined with the empirical e- sults generated from the log-linear model Eq. (3) re summarized in ‘Appendix C. The endogeneity test results ae coneletent with the findings ‘rom the original empirical results. These tests suggest that our results are robust. 5. Discussion 5.1, Theoretic impicaions ‘Theoretically, this study contibutes to the marketing body of knowledge in two aspects Fist, we extend the current knowledge ofthe ‘outside in perspective into social media (eg, sara & Morgan, 2020; (Quacset al, 2019). We especially emphasize the inter-telationships between two outsde-in marketing. sub-components(firm-generated ‘messages and consumer digital engagement) and the subsequent firm performance under diverse scenarios. Extant research measures FGC tiher inthe aggregate format of volume and valence (eg, Calce eta, 2019; Peters, Chea, Kaplan, Ognibeni, & Pauwels, 2013) or survey methodology (eg, Cao et al, 2021; Martinez Navario & Bigné, 2017). ‘We suggest that a granular set of consumeroriented meties and mes. sements collected from multiple soureess indispensable in evaluating the effectiveness of the outside.in marketing elforts (e3,, the direct impact of FGC on consumer digital engagement). Most extant studes measure and analyze the impact of FGC on engagement and firm sales performance as fo independent, parallel events (eg, Aipinar & Berger, 2017), we identify and simultaneously empirically test the ‘mediation role of consumer digital engagement inthe relationship be: teen two ferent types of FOC (informative and emotional) and fim sales performance. ‘We further highlight the nuances ofthe mediation effect to the FG. and firm sales performance relationship under diferent FGC scenarios. (Our results suggest that informative FGC can be positively transmitted to revenues through all types of consumer digital engagement, whereat ‘emotional FGC ean only be positively transmitted to revenues when the digital engagement level reaches beyond “likes” The findings help resolve a prolonged debate inthe FGC literature regarding whether oF ‘not FGC can pouitively influence a fim sles performance (eg, Calico et al, 2016; John et al, 2017 Srinivasan, Rutz, & Pauvvels, 2016). ‘ecase customer engagement cutcomes ean be viewed a8 set of pre dlictrs for frm ses performance, we suggest that consumer digital engagement meties, which entall likes, comments, and shares, can be considered a5 good outsdein performance metrics and employed as 2 povvesfl tol forthe evaluation ofthe alignment between consumer sentintent and firms goa, ‘Second, ae bridge the B2C and B2B macketing literature in social media, The mediation effect of consumer digital engagement identified In this seudy suggests that the external conneetions (B2C social mediaMeche eto lal Marketing Mam 8 (2021) 4-58 Tables Paenocter etna of the pact of FGC on consumer digital engaement Modeh1@) Mode 10) __Modea) MB) Mod) Mae 1) Inte pea aa a0 ats pry sup (29) (os) a enor mmol Appel = ‘ne = baa 5 Ib spray pone ws (9) om as pete Inert axe oan 108 -009 -o10 (ar tna») an an orn (sn wa (nes) (a0) (oa) a ae, me om om vio “axe “Oss “on “as “oat oan (030) ry oon oss) or tow (ar (oom (009) Po ‘an. “n0) ‘01 fae ons au (0s) (0) (on) (ons) com (0.08) (0s) (0s) (005) owt “aes “O07 coe “oor “one ai) em a coun cou oom coon amy aon con co coo (oo) (oa) (as) (om (om) Dicer poe “a0 “om “On “nae one “oe on x0) (ase) wen oa ay (or (o.2) tors) (as) coon oo) ae cous) ta an (or cox) coney ‘on ‘as “o.0 02 er ov fam fon a ur fan (ons) cis is) ow io cr) cox) as) (os) oy azn cor or) (or (012) (ors) (ain (oo (009) spc day “aos “ow oD 03 ao ous ox om) far mm (a0) {o09) aay 2 a2) rey fry (ors) on (030) (om as o29 23) sn (oss) tas (aes, oan oa) (a0) 40) (ox (oa) 2 2s) on 30 om (ay 2a on (tery rs 378 Sas ‘tn oY “se oz o2) (030) (0) oan coz) Le tiation Sma Sas Sato vm aert.og ab Poe ‘om om oun 1 fama ooo ej 5 Bi : 5 e Prats cia ant ooo 0H 00 ‘00 oo Robust snd errs n pares, “p= 005, lp <0. p< 0001 ‘omponent) can provide valuable insight to B2B members across the players (e4, producers, distributors, and exhibitor), our findings on value chain, and therefore, influence B26 frm dynamies and decison- consumer digital engagement reinforee the ertieal roles that the three ‘making processes. Given that our study is empirically conducted in the marketing capability elements - marketing sensing, eustomer engaging, ‘movie industry, which is a dynamle marketplace involving muliple and partner linking ~ play ina value chain u, 2015). Our findingsTaleo Ress ofthe mediation efoto conser digital engrgement.” lal Marketing Mam 8 (2021) 4-58 ins lec peng werk bx ce ipa ing ea26) ‘Mate ake 6H aun ese) au oa moe Ape _ 2 ose 079-025 ow Taine nas ‘Opi sk be ace Typ eng ae Moi 20 Meet) te on oot CU et 095) eo cL (oo corm (0.06) cor, (05) 1) pe 00s, P< 0 ye 001 ‘suggest that B2B firme can use social media messages voiced by con fumes to capture additional external voices, consumer attudes, per ‘ceptions and opinions, and property translate them into meaningful ‘market insights, Such insights can be applied to B2B fim decision ‘making at various stages of a product lfeyele (hl, 2015; Mu & Di Benedetto, 2012) ‘When dynamic updates from B2C soeial media communication are combined with transparency and knowledge sharing among B2B mem: ‘bers, B2B partners can adapt quickly, align themselves well within the ‘network, and promptly respond toa changing external market. As such, strong 828 partner relationship - through collaboration, coordination, and reconfiguration ~ is imperative (Drmmond etal, 2018), as itis ‘sential forthe eration of a“mult-win” situation andthe development fof a healthy, de-centralized, value co-cteation masketing ecosystem. ‘ig illustrates the impaet of 826 social media communication on B2B partners in the movie industry context. 5.2. Managerial implications ‘This study has several managerial implications for movie practi- tioners. Fist, the diferential eflecte of two FGC types on consumer digital engagement behaviors (likes, comments, and shares) can be femployed as guidelines for socal media content creation and promo- tlon, For B2C this inding suggest that frm inthe movie industry (eg, producers, distributors, or exhbiters) can leverage existing resources ‘nd the insights gaunered from social media ta design or adjust thelr ‘content flexibly and effective Instead of passively responding to the market or seeking a “slver bullet” (one perfect FGC type fits all objectives through social media platforms), movie practitioners might consider tailoring their FGC content strategies to engage consumers at different levels for specific objectives (boost image, communication, vitality, or complemen- tary), For instance, if a movie exhibitor ie interested in creating @ Firm-Generated Customer Digital Content Engagement Producers ee >| (ea, informative + Se ‘or emotional) (e. likes, comments, shares) Resource mobilization, information exchange, alignment, value co-reation | h ‘Value-added insights ‘Value-added insights Fig. 8. An stration of the integration ofthe outsiedn perspective and its imps on B28 ems in the movi nde.positive image or awareness for a movie, informative FOC should be considered a5 a better candidate than emotional PGC ~ because of| Informative FGC’ stronger postive impact in triggering likes. Ifthe ultimate goa isto create a “viraity” situation on social media, the movie ‘exhibitor should invest more in developing mood-eliiting content, as ‘emotional FGC has a more powerful impaet on consumer “sharing” Dehavior. Additionally, consumer digital engagement variation co tributes to firm sales pevformance diferentilly an, therefore, can be utilized as an essential set of predictors for assessing movie exhibitors box office sales performance, For movie indistry managers thatinten to engage customers and expect positive outcomes via social media (eg. 2 ‘boost on the box office sales), the FGC being promoted should be designed such that higher-level engagement (comments or shares) can be wiggered Second, a more profound understanding of the external consumers ‘the characteristics of audience members that liked, commented, and/or shared FGC posts on social media ~ can further help movie practitioners with customer segmentation and profiling (Qvacl es 20195 Rane otham & Kiron, 20183 Rust, 2019). Consumers following FGC on seal media are primarily driven by the perceived benefits, in the format of Instrumental or experiential value (eg, Martine2 Navarro & Bigné, 20175 Nambisan & Baron, 2007), and they can be elasified into three unique eategories (Chen & Berger, 2015 Park, Naaman, £ Beiyer, 2016), “ASsestors” indicate people who click the “like” button, “ad visers”refeet people who write comments, and “advocates” represent people who make recommendations of endorsements through their so ial networks. This cassifcaton, combined withthe differential effects fof two FGC types on consumer digital engagement and theatrical sles performance, provides a strong foundation for movie producers or ex Iibitore to identity their “fan base.” With the identification of fas (oF advocates"), they could further develop petzonalized cocial media communication campaigns specifically tallored to their audience's ‘needs. By monitoring how consumers respond to FGC on social media, ‘they may continue growing the fan base, enhancing overall firm per formance in the long run, Third, by monitoring B2C social media communication and the variations of consumer digital engagement, B2B firms within a network {eg., movie producers and exhibitors) ean get immediate consuiner {ealbackregnding whether or nota movie can be successful even before itsreleae dae. Based on the feedback, fms ean adjust and veontigure FG messages. Specifically, FGC messages promoted from movie ex Iibitors end usually entail movie specifi, non-theaterrelated. infor ‘mation, requizing participation and collaboration with producers, For ‘example, movie producers can provide exhibitors with intriguing movie ‘content that appeals to key consumer segments, Movie exhibitors can then incorporate this information to design their FGC messages using various narratives (e, informative or emotional) to facilitate movie promotion and content dissemination in social media “The dat collected from movie exhibitors socal media platform, the granular consumeroriented Insight (PGC, digital consumer engage iment, and box office sales performance), and the data analytical ap proaches implemented by a specie paty (eg. the movie exhibitor in ‘our context), ean be shared across B2B partners within the nework. The accessibility of the knowledge and insights fron the extemal market could ease the process of information exchange and resource mobiliza: tion among B2B partners (eg, sorting out a set of "optimal FGC mes sages that benefit both parties ~ movie producers and exhibitors). Given that movie promotion often takes place simultaneously through various channels (e.,, exhibitors social media, critic review, and third-party platforms such as IMDB, or traditional movie posters or billboards), knowledge sharing across B2B partners would help to assure that ‘members involved inthe product promotion process can reduce poten tial conflicts and align themselves well concerning their objectives. ‘Accordingly, firms can reinforce decentralized value co-reation and lal Marketing Mam 8 (2021) 4-58 foster a heathy marketing ecosystem. 5.3, Limitaron and future research (Our study hae several limitations, which also point to potential di- rections fr future research, For the B2C and BOB parts ofthe discusion, ‘we mainly focus on examining the B2C social media communication, constructing the B2C component from the outsidein perspective, and proposing that It could add valuable Insights to B2B masketing opera tions, communications, and decision-making processes. How B2B firms can utllze B2C insight to accomplish specifi goals (eg, sales or ‘wansactions between B2B fms) or channels (eg, online ws. offline) are ‘outside the seope of this study. Future research may further explore B2B ‘itm dynamics a its influenced by BAC interactions. Second, regarding the model specification and data collection, th study focuses on examining the interselationships between FC, con sumer digital engagement, and subsequent frm performance ~ from an ‘utside-in perspective - we only keep the main effets, with a group of product related contol variables inchided. Future research might Include dynamic interaction tems and provide better insight into the Impact of variation in movie/tranchise specific eoncerns. "Third, given thatthe datact ie collected from a eocil media plat form, we do not have access to individual consumer-level movie ticket purchase information. Future research can collet individual-level in formation such as consumer demographic characteristics and explore how individual-level variables affect the effects of ey independent variables on dependent variables, Fourth, while examining the inte-relaionships between consumer digital engagement and two types of FGC appeals on the B2C end, we assume that consumer's level of engagement behaviors (eg. likes, ‘comments, and shares) are based upon individuals own decision and is not affected by his or her prior social media content browsing/con- sumption history, Future research might consider socal media's herd effect and examine data at a more granular level such that outside in foviented measurements can capture and reflet the entire customer joumey over time ~ from social media browsing to engaging and ‘consuming content, and subsequent purchace behaviors Finally, the study is conducted in the movie industry, and the empirical analyses ae examined in a microblogging social media site ‘Future research could test ifthe findings fom ths study can extend to other industies(¢, taditional merehandise, commodity industry) oF social media platforms other than miero-blogging ste, Declaration of interests ‘The authors declare that they have no known competing financial {nceress or personal relationships that could have appeared to inluence ‘the work reported in this paper. Funding source declaration ‘This work was supported by Natural Science Foundation of China| {grant number: 91546121] and Digital Transformation in China and ‘Germany: Stateges, Structures and Solutions for Aging Socetes [grant number: GZ 1570), Appendix A. Sample posts and content coding examples 1. Correlations ofall FGC related dummy variablesFedral Marken Mam 98 (2021) 4-58 ety nou (ous "pao sl expt (oon snmp sa musa “nme. went pmua mance Se upreiont — enr oop mn i 8s on nan 0 8s coupon Me cheeMeche eto lal Marketing Mam 8 (2021) 4-58 Appendix C. Robustness check on potential endogeneity Pam ‘Spain Wek Bx fee ‘nme Ape Bala : Ta Tae a0) con) con) non! 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