Putting Words in Their Mouths: Firm-Generated User Content and Consumer Sharing Behavior.

This article focuses on firm-generated user content (FGUC), defined as firm-developed content created for consumers to share as their own through online channels, and examines its impact on consumer sharing behavior. Through multiple lab and field studies, the research finds that FGUC increases the likelihood of consumers sharing brand-related posts by simplifying the sharing process, particularly among satisfied consumers, while creating feelings of incongruence that reduce sharing among dissatisfied consumers. Positive FGUC leads to more frequent and more favorable sharing compared to organic user-generated content (UGC), with limited evidence of backlash even when dissatisfied consumers share FGUC. The findings suggest that firms should strategically offer favorable FGUC to enhance word-of-mouth marketing, while considering ethical implications related to consumer trust and authenticity.