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1 – 10 of over 5000Michel M Haigh and Shelley Wigley
– The purpose of this paper is to (n=472) examine how negative, user-generated content on Facebook impacts stakeholders’ perceptions of the organization.
Abstract
Purpose
The purpose of this paper is to (n=472) examine how negative, user-generated content on Facebook impacts stakeholders’ perceptions of the organization.
Design/methodology/approach
At Phase 1, stakeholders’ perceptions about the organization – public relationship, corporate social responsibility, attitude toward the organization, and reputation of the organization were assessed. A week later, at Phase 2, participants were exposed to negative Facebook comments. This study employed the theory of inoculation as a way to bolster stakeholders’ attitudes to protect against attitude shift following exposure to negative, user-generated comments.
Findings
Paired sample t-tests indicate stakeholders’ perceptions of the organization – public relationship and corporate social responsibility significantly decrease after stakeholders read negative, user-generated content. The pattern of means supports the idea inoculation can prevent against attitude shift.
Practical implications
Strategic communication professionals should be aware of the impact negative posts can have and develop a strategy to respond to negative comments on Facebook.
Originality/value
There is limited experimental research examining the impact of negative Facebook posts on stakeholders. It extends current literature and provides practitioners with some guidance on the impact of negative, user-generated content.
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– The purpose of this paper is to explore the type and implications of user-generated content posted by users of an open access institutional repository (DSpace) on Facebook.
Abstract
Purpose
The purpose of this paper is to explore the type and implications of user-generated content posted by users of an open access institutional repository (DSpace) on Facebook.
Design/methodology/approach
The identified user-generated content was organised into three categories: personal; professional; and social information. It encompassed all content from the members of the “DSpace” Facebook group, posted during the seven-year period (2007-2014). The posts were read and analysed to identify and categorise user-generated content posted by users to determine how Facebook is used by open access repository users.
Findings
The results of analysis demonstrate the importance of social information posted by users over personal and professional information. Major types of user-generated content posted by users in the social information category were request, greetings, status-update, and announcement. Further, there has been a threefold increase in the number of user postings in the last two years (2013-2014), when posts were analysed over a seven-year period.
Research limitations/implications
This study contributes to the theory on the implications eventuating from user-generated content posted by users of an open access institutional repository. An analysis of user-generated content identified in this study implies that users of DSpace open access repository are primarily using Facebook for information seeking, relationship building, and knowledge dissemination.
Practical implications
By analysing the findings, administrators and policy makers of open access repositories could identify the extent of user support in the form of technical assistance, improved sustainability of supported projects, user community development, marketing and communications required to sustain open access scholarly communication.
Originality/value
Previous studies examined how social networking sites have been used for a different purpose (interaction, collaboration, and discussion), but to date there has been very little research into the use of Facebook, a public social networking site, by open access repository users. Hence, this study addresses this gap in the literature by an interpretive analysis of user-generated content posted by users on the “DSpace” Facebook group.
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Ángel Herrero, Héctor San Martín and José M. Hernández
The purpose of this paper is to advance in research on consumer psychology of hospitality, since it investigates how online search behavior of users (particularly, information…
Abstract
Purpose
The purpose of this paper is to advance in research on consumer psychology of hospitality, since it investigates how online search behavior of users (particularly, information search and choice) is influenced by the opinions of other people in a new context characterized by the generalized use of Web 2.0 applications.
Design/methodology/approach
Empirical research was carried out in the hotel sector in Iberian Peninsula, where two Web 2.0 applications are especially relevant for users: the review Web sites and the hotel interactive Web sites. A qualitative method (in-depth interviews with hotel managers) and a quantitative technique (personal surveys to a sample of 830 users) were used to conduct this research.
Findings
The results indicates that the perceived influence on behavior of the user-generated content on these Web 2.0 applications is determined, in both cases, by the value of the information, the credibility of the sources and the degree of similarity between the user and the creators of content.
Practical implications
Firms should have an active presence in the review Web sites and the hotel interactive Web sites, and use these platforms for market research and communication. Firms should engage users to post content, support their credibility and facilitate the evaluation of the content generators’ similarity.
Originality/value
This paper is the first study in the hospitality literature that develops and empirically tests an integrative model explaining the perceived influence on behavior of user-generated content on Web 2.0 applications.
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User‐generated media (UGM) like YouTube, MySpace, and Wikipedia have become tremendously popular over the last few years. The purpose of this paper is to present an analytical…
Abstract
Purpose
User‐generated media (UGM) like YouTube, MySpace, and Wikipedia have become tremendously popular over the last few years. The purpose of this paper is to present an analytical framework for explaining the appeal of UGM.
Design/methodology/approach
This paper is mainly theoretical due to a relative lack of empirical evidence. After an introduction on the emergence of UGM, this paper investigates in detail how and why people use UGM, and what factors make UGM particularly appealing, through a uses and gratifications perspective. Finally, the key elements of this study are summarized and the future research directions about UGM are discussed.
Findings
This paper argues that individuals take with UGM in different ways for different purposes: they consume contents for fulfilling their information, entertainment, and mood management needs; they participate through interacting with the content as well as with other users for enhancing social connections and virtual communities; and they produce their own contents for self‐expression and self‐actualization. These three usages are separate analytically but interdependent in reality. This paper proposes a model to describe such interdependence. Furthermore, it argues that two usability attributes of UGM, “easy to use” and “let users control,” enable people to perform the aforementioned activities efficiently so that people can derive greater gratification from their UGM use.
Originality/value
UGM are an extremely important topic in new media scholarship, and this study represents the first step toward understanding the appeal of UGM in an integrated way.
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The purpose of this paper is to use user-generated content (UGC) on social media platforms to infer the possible place brand identities of two famous metropolitan areas in…
Abstract
Purpose
The purpose of this paper is to use user-generated content (UGC) on social media platforms to infer the possible place brand identities of two famous metropolitan areas in Bangkok, Thailand, namely, Khaosan Road and Yaowarat (Bangkok’s Chinatown), both of which are famous for their street vendors and nightlife. These two places are interesting study sites because of recent identity conflicts among their stakeholders. The method developed in this research can help other places to better understand place brand identities and, as such, effectively plan for and manage those places.
Design/methodology/approach
The author used content analysis to study 782 user-generated images on Flickr and 9,633 user-generated textual reviews of Khaosan Road and Yaowarat from TripAdvisor and Google Maps’ Local Guide. MAXQDA was used to code all the images. User-generated textual reviews were studied using Leximancer. The author also introduced a positivity of concept analysis to identify positive and negative components of place brand identity.
Findings
The author developed a place brand identity framework that includes three pillars, namely, place physics, place practices and place personality. Content analysis of the images generated 105 codes and a count of the frequency of the codes that represent place brand identity. Content analysis of textual reviews created the concepts in the three pillars and identified the positive and negative concepts for both places. The results of both image and text analyses showed that street food vending is one of the most salient components of place brand identity for both Khaosan Road and Yaowarat.
Practical implications
The author suggested several place branding strategies for the Bangkok Metropolitan Administration such as turning Khaosan Road into a music scene for both visitors and locals, controlling excessive and aggressive commercialism, sponsoring the production of creative and authentic content, initiating a compelling online campaign that focusses on the items sold in Yaowarat, hosting a spotlight event such as a seafood festival and improving hygiene and walkability.
Originality/value
Both the advancement of digital technologies and the complexity of stakeholders create a need for empirical studies on place branding involving the participation of the widest possible range of stakeholders and studies on the influence of social media. This research is the first to use both image and text analyses to study place brand identity from UGC. The use of both analyses allows the two methods to complement one another while mitigating the weaknesses of each.
Details
Keywords
Bruno Oliveira and Beatriz Casais
User-generated content and online reviews are highly relevant in purchase decision in the hospitality sector, including restaurants, but there is a lack of knowledge about the…
Abstract
Purpose
User-generated content and online reviews are highly relevant in purchase decision in the hospitality sector, including restaurants, but there is a lack of knowledge about the effect of sharing pictures in this context. This study aims to focus on the relevance of user-generated photos in online platforms for restaurants’ selection.
Design/methodology/approach
A research was conducted with a sample of 319 residents of Porto region, who had at least one meal in a restaurant over the 30 days before the answer of the survey and had searched online to select the restaurant.
Findings
The results show that while doing online research about restaurants, it is important for potential consumers to find pictures of food and physical evidences of restaurants generated by other users. Findings also show that consumers find user-generated photos especially at websites of reviews, although the importance of restaurant owned platforms, such as official social media pages and websites.
Practical implications
The research results appeal restaurant managers to understand the importance of user-generated photos in online platforms by promoting photo sharing in their restaurants with appropriate marketing activities for that purpose.
Originality/value
This paper expands the state-of-the-art about the importance of user-generated content, focusing on the importance of photos from restaurants shared by consumers in online platforms.
研究目的
用户生成内容和在线评论, 与酒店行业, 包括饭店业中的购买决策是密不可分的。但是在这个研究领域里, 对于分享照片的影响力还尚未可知。本论文旨在研究在线平台中的用户生成照片对于饭店选择的影响。
研究设计/方法/途径
本论文采用问卷采样形式, 问卷样本为在30天之内通过上网搜索选择饭店并且就餐至少一次的葡萄牙波尔图地区居民, 有效样本数量为319份。
研究结果
人们在上网搜索饭店时, 找到食物图片和其他用户生成的有关饭店评论对于消费者决策有着至关重要的作用。本论文结果还表明, 尽管饭店运营的在线平台比如官方社交媒体网页和网站等很重要, 但是消费者在决策中最考虑的因素是那些评论型网站, 消费者会更倾向于找到用户生成的图片来帮助他们的消费决策。
研究实践意义
本论文结果对于饭店管理者理解在线平台的用户生成图片的重要性有着很大的启示。本论文建议其管理者应该使用适当的营销手段来促使自己饭店的相关照片得到用户的分享。
研究原创性/价值
本论文拓展了用户生成内容的现有认识, 研究了饭店照片被消费者分享到在线平台的重要性。
关键词
线上口碑效应 e-WOM、在线平台 、在线评论 、照片分享 、饭店管理 、社交媒体 、用户生成内容
纸张类型
研究论文
Details
Keywords
This study examined how marketer- and user-generated photographs jointly influence consumers' online hotel booking.
Abstract
Purpose
This study examined how marketer- and user-generated photographs jointly influence consumers' online hotel booking.
Design/methodology/approach
Viewing photographs as stimuli that influence consumers' online hotel booking, this study proposes a research model and validates that using one quasi-experiment.
Findings
The findings of this study provide some empirical insights. Marketers can release room- and scene-related photographs. Users can release product- and social-related photographs. The interaction between room-related photographs by marketers and product-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. The interaction between scene-related photographs by marketers and social-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. Pleasure, energetic arousal and dominance can positively influence the attitude toward photographs. Pleasure and energetic arousal can positively influence the attitude toward photographs and then positively influence booking intention. Dominance can positively influence booking intention.
Originality/value
The findings of this study reveal significant interaction effects between marketer- and user-generated photographs on consumers' online booking. The findings will help researchers and marketers better understand the impact of photographs on consumers' online hotel booking.
Details
Keywords
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…
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.
Details
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Luis M. Romero-Rodriguez and Bárbara Castillo-Abdul
This study examines the research that has been conducted on user-generated advertising content in the social marketing strategies of commercial brands to understand the…
Abstract
Purpose
This study examines the research that has been conducted on user-generated advertising content in the social marketing strategies of commercial brands to understand the phenomenon, explore academic interest in the topic and identify areas of limited thematic coverage.
Design/methodology/approach
A systematic review of existing scientific literature in the Web of Science (WoS) and Scopus was carried out using the PRISMA protocol. A co-occurrence matrix was used to review emerging topics on user-generated content (UGC) and influencer marketing, allowing the identification of articles (n = 59) related to the objective of this research.
Findings
Most research has analyzed UGC in images or text, but only very few have addressed videos and other digital formats (such as reels, image carousels or podcasts), although there is sufficient work focused on Twitter, Facebook and YouTube. There was no evidence of work exploring the effects, repercussions and possible dangers of uncontrolled brand exposure through Unofficial Brand Ambassadors.
Originality/value
The literature review has allowed finding important areas of future research that the scientific community has not sufficiently addressed. Likewise, this work shows structurally several classifications of UGC, which will facilitate future research to deepen and broaden these categories.
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Shahzad Ansari and Kamal Munir
It has been well established that organizations often need to restructure themselves to meet new technological challenges. We review the organizational impact of a recent…
Abstract
It has been well established that organizations often need to restructure themselves to meet new technological challenges. We review the organizational impact of a recent technological development, sometimes referred to as Web 2.0 that enables users to leverage the Internet and generate “user-generated content” by acting as a supplier, co-producer, or even innovator of products and services. We draw on the social studies of technology, including actor-network theory to develop a conceptual understanding of how this phenomenon is challenging deeply entrenched mental models among managers and management theorists as well as problematizing the way organizational boundaries are conventionally drawn.