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Impact of individual and brand level factors in generation of different user-generated content
Journal of Consumer Marketing Pub Date : 2021-06-08 , DOI: 10.1108/jcm-12-2019-3521
Kemal Cem Soylemez

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.



中文翻译:

个人和品牌层面因素对不同用户生成内容的影响

目的

本研究旨在根据目标受众对用户生成内容(UGC)进行分类,即面向品牌的内容(BOC)和面向社区的内容(COC)。本研究运用权益理论,研究了个人因素(动机和自我建构)和品牌/产品因素(品牌奢侈品)如何推动会员产生品牌导向或 COC。

设计/方法/方法

对过去 30 天内活跃于 OBC 的在线品牌社区 (OBC) 参与者进行了实验研究。

发现

在研究 1 和研究 3 中,具有独立自我构念的参与者相对于 COC 产生了更多的 BOC,而具有相互依赖自我构念的参与者相对于 BOC 产生了更多的 COC。在研究 1 中,外在动机的参与者相对于 COC 产生了更多的 BOC,而内在动机的参与者相对于 BOC 产生了更多的 COC。然而,这一发现并未在研究 3 中得到证实。在研究 2 中,奢侈品牌社区的参与者相对于 BOC 产生了更多的 COC,而平价品牌社区的参与者相对于 COC 产生了更多的 BOC。然而,这一发现并未在研究 3 中得到证实。

实际影响

这项研究为营销从业者提供了一个机会,可以专注于不同背景下的不同动机类型。该研究还有助于营销部门了解品牌特征与 UGC 类型之间的关系。最后,本研究的见解在品牌延伸环境中也很有用。

原创性/价值

本研究通过根据目标受众对 UGC 进行分类,更好地理解了 OBC 中的内容生成。

更新日期:2021-06-29
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