Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors

Abstract

Purpose

Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM).

Design/methodology/approach

The conceptual model was empirically tested using structural equation modeling based on a sample of 442 participants.

Findings

The findings support a sequential mediation model in which employee-created social media content impacts perceptions of brand citizenship behavior (BCB) and perceptions of expertise, which in turn increases purchase intention and WOM.

Practical implications

Based on the findings, this research suggests that employee ambassador programs can work to attract employees with an interest in brand-related social media content creation. Facilitating EGC through support, empowerment and reinforcement rather than traditional control mechanisms is recommended.

Originality/value

This research introduces the concept of EGC and employee content creators while extending the literature on perceived BCB by empirically demonstrating its relationship with perceived expertise and positive consumer behavior outcomes.

Citation

Saleem, F.Z. and Hawkins, M.A. (2021), "Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors", Journal of Product & Brand Management, Vol. 30 No. 6, pp. 819-833. https://doi.org/10.1108/JPBM-05-2020-2908