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Impact of individual and brand level factors in generation of different user-generated content

Impact of individual and brand level factors in generation of different user-generated content This study aims to categorize user-generated content (UGC) based on the target audience, namely, brand-oriented content (BOC) and community-oriented content (COC). By using the equity theory, this study investigated how personal factors (motivations and self-construal) and brand/product factors (brand luxury) drive members to generate brand-oriented or COC.Design/methodology/approachExperimental studies were conducted with online brand community (OBC) participants who had been active in an OBC in the past 30 days.FindingsBoth in Studies 1 and 3, participants with an independent self-construal generated more BOC relative to COC, whereas participants with an interdependent self-construal generated more COC relative to BOC. In Study 1, extrinsically motivated participants generated more BOC relative to COC, whereas intrinsically motivated participants generated more COC relative to BOC. However, this finding was not confirmed in Study 3. In Study 2, the participants of luxury brand communities generated more COC relative to BOC, whereas participants of affordable brand communities generated more BOC relative to COC. However, this finding was not confirmed in Study 3.Practical implicationsThis research provides marketing practitioners with an opportunity to focus on different motivation types in different contexts. The study also helps marketing departments understand the relationship between brand characteristics and UGC types. Finally, the insights of this study can also be useful in a brand extension context.Originality/valueThis study has constructed a better understanding of content generation in OBCs by categorizing UGC based on their target audience. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Impact of individual and brand level factors in generation of different user-generated content

Soylemez, Kemal Cem
Journal of Consumer Marketing , Volume 38 (4): 10 – Jun 29, 2021
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
DOI
10.1108/jcm-12-2019-3521
Publisher site
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Abstract

This study aims to categorize user-generated content (UGC) based on the target audience, namely, brand-oriented content (BOC) and community-oriented content (COC). By using the equity theory, this study investigated how personal factors (motivations and self-construal) and brand/product factors (brand luxury) drive members to generate brand-oriented or COC.Design/methodology/approachExperimental studies were conducted with online brand community (OBC) participants who had been active in an OBC in the past 30 days.FindingsBoth in Studies 1 and 3, participants with an independent self-construal generated more BOC relative to COC, whereas participants with an interdependent self-construal generated more COC relative to BOC. In Study 1, extrinsically motivated participants generated more BOC relative to COC, whereas intrinsically motivated participants generated more COC relative to BOC. However, this finding was not confirmed in Study 3. In Study 2, the participants of luxury brand communities generated more COC relative to BOC, whereas participants of affordable brand communities generated more BOC relative to COC. However, this finding was not confirmed in Study 3.Practical implicationsThis research provides marketing practitioners with an opportunity to focus on different motivation types in different contexts. The study also helps marketing departments understand the relationship between brand characteristics and UGC types. Finally, the insights of this study can also be useful in a brand extension context.Originality/valueThis study has constructed a better understanding of content generation in OBCs by categorizing UGC based on their target audience.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jun 29, 2021

Keywords: Motivations; User-generated content; Online brand communities; Self-construal; Brand luxury

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