Whose Voice Works Better? How Corporations and Entrepreneurs Generate Social Media Content and Shape Consumer Engagement

Authors

• Yinjiao Chen, School of Management, Guangdong University of Science and Technology, Dongguan 523000, ChinaFollow
• Yiwen Shen, College of Economics and Management, Nanjing Agricultural University, Nanjing 210095, ChinaFollow

Recommended Citation

Chen, Yinjiao and Shen, Yiwen, "Whose Voice Works Better? How Corporations and Entrepreneurs Generate Social Media Content and Shape Consumer Engagement" (2026). WHICEB 2026 Proceedings. 20.
https://aisel.aisnet.org/whiceb2026/20