Archive · 28 Dec 2025
Study Finds Firm-Generated Content Drives Brand Engagement
A new study by the Goa Institute of Management and Goa University found that high-quality content created by brands, called firm-generated content, is more effective in increasing brand engagement than content created by users.
The study looked at popular social media platforms like Facebook, Instagram, and YouTube.
It used special theories to understand how people react to different types of content.
The researchers found that brand-created content builds trust and a sense of identity, leading to stronger emotional connections with audiences.
This means that brands should focus on creating high-quality, professional content to engage with their customers better.
High-quality firm-generated content significantly increases social media brand engagement.
User-generated content quality does not show a direct influence on engagement.
Both firm-generated and user-generated content influence customer-based brand equity, but only firm-generated content's source credibility enhances brand equity.
Brand equity acts as a full mediator, meaning it drives engagement after being built by social media content.
Brands should prioritize high-quality, emotionally engaging content to build stronger connections with audiences.
- Who
- Goa Institute of Management (GIM) and Goa University
- What
- A study on the impact of firm-generated and user-generated social media content on brand engagement
- When
- Published on December 28
- Where
- New Delhi, India
- Why
- To address the gap in marketing literature and clarify the impact of social media content on brand engagement
- Study Conducted By
- Goa Institute of Management (GIM) and Goa University
- Published In
- Journal of Promotion Management
- Key Theories Used
- Elaboration Likelihood Model (ELM) and Social Identity Theory (SIT)
- Platforms Analyzed
- Facebook, Instagram, YouTube
- Key Finding
- High-quality firm-generated content significantly increases brand engagement