The increasing usage of digital media by consumers has led to more companies using social media marketing to reach their customers. Today, companies can not only rely on traditional media for marketing, instead they need to explore how to communicate with their customers by using social media. Both customers and firms are using social media where they share and consume content. The content that firms produce to promote themselves on their official social media pages is called firm-generated content (FGC). The EKB-model is one of the most important models in the area of the consumer decision process. The process has six stages; Problem recognition, search for information, evaluation of alternatives, choice, transaction and outcome evaluation.

Moreover, social media changed the customers purchasing decision process whereas this study focusses on FGC. To get a deeper understanding of how each step of the EKB-model is affected by FGC, this study conducted a qualitative research approach. The findings showed that each of the step of the EKB-model is affected by FGC. However, FGC had a bigger impact on certain stages. For further contribution to theory, it would be interesting to study how offline retailers' profitability can be affected by its FGC.