The effects of firm-generated content on different social media platforms on viral marketing

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.