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

Kemal Cem Soylemez (Old Dominion University, Norfolk, VA, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 8 June 2021

Issue publication date: 29 June 2021

806

Abstract

Purpose

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/approach

Experimental studies were conducted with online brand community (OBC) participants who had been active in an OBC in the past 30 days.

Findings

Both 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 implications

This 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/value

This study has constructed a better understanding of content generation in OBCs by categorizing UGC based on their target audience.

Keywords

Acknowledgements

Author want to thank Dr Yuping Liu-Thompkins for guidance during this study.

Citation

Soylemez, K.C. (2021), "Impact of individual and brand level factors in generation of different user-generated content", Journal of Consumer Marketing, Vol. 38 No. 4, pp. 457-466. https://doi.org/10.1108/JCM-12-2019-3521

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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