Nepomuceno, Marcelo Vinhal, Luca M. Visconti, and Tolga Cenesizoglu. "A model for investigating the impact of owned social media content on commercial performance and its application in large and mid-sized online communities." Journal of Marketing Management 36.17-18 (2020): 1762-1804.

Through two studies, this research examines the relationship between owned social media content and commercial performance, moderated by community size. Findings reveal that posts showcasing product or brand value and those with an intention to sell positively impact commercial performance. However, in large online communities, posts intended for social interactions among marketers and users show no association with performance, contrary to mid-sized communities. The absence of these associations in large communities is theorized to be due to internet trolls and lower group loyalty. Additionally, four content dimensions are identified and customized for marketers' use in various industries.