Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content

If reality television is any indication, people have an interest in being known. For some, creating and possibly starring in some form of user-generated content can be a route to being a reality star. The Internet provides a way for consumers to share their documentaries, antics, music videos, and even commercials with other users. Several marketers have capitalized on this trend by combining the desire of users to create their own content with the time-honored concept of a sweepstakes. The purpose of this chapter is to present a model of consumer engagement that encompasses user-generated advertising content. The model will then be placed into context by discussing specific examples from 15 user-generated advertising contests and making theoretical connections for each of the key contest elements.

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Electronic word-of-mouth as a Branding Tool for Sunset Restaurants

Global Journal of Management and Business Research ◽

10.34257/gjmbrevol19is5pg1 ◽

2019 ◽

pp. 1-12 ◽

Cited By ~ 1

Author(s):

Aristeidis Gkoumas

Keyword(s):

Content Analysis ◽

Word Of Mouth ◽

User Generated Content ◽

Brand Awareness ◽

Electronic Word Of Mouth ◽

Online Content ◽

Brand Relationships ◽

Contextual Elements ◽

The Impact ◽

Content Characteristics

This paper aims to investigate the effect of electronic-word-of-mouth(e-WOM)on brand awareness and equity for the emerging segment of sunset restaurants. By applying the method of user-generated content analysis the current research examines the impact of reviews posted on TripAdvisor regarding sunset restaurants in Thailand. The findings of the study indicate that certain contextual elements along with content characteristics enhanced the brand relationships between the travelers and dining establishments. The meta-commentary interpretation of the online content reveals that recommendation reciprocity and review consensus stimulate the affinity among the users while increasing the visitor empathy for particular restaurants

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UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives: Focusing on Content Creators in South Korea

Sustainability ◽

10.3390/su13179644 ◽

2021 ◽

Vol 13 (17) ◽

pp. 9644

Author(s):

Do-Hyung Park ◽

Sungwook Lee

Keyword(s):

South Korea ◽

Social Relationships ◽

Sense Of Belonging ◽

Online Communication ◽

User Generated Content ◽

Communication Studies ◽

Regression Analyses ◽

Online Surveys ◽

Internet Users ◽

Community Commitment

Recently, user-generated content (UGC) has been in the limelight. This study investigates why Internet users share their own UGC and reveals how the motives behind UGC sharing affect UGC sharing intentions both quantitatively and qualitatively. Based on motivations established in existing online communication literature, theoretical UGC motives are identified. Using online surveys administered to 300 users in South Korea, factor analysis is performed to identify empirical UGC sharing motives, and regression analyses shows how UGC sharing motives affect UGC sharing intention in terms of quality and quantity. A total of 10 theoretical UGC motives are consequently factorized into five motives. It is revealed that three motives—self-creation, self-expression, and reward—are related to individual purposes. Users get enjoyment from creating content, they want to be recognized by others, and further expect to be rewarded socially and economically. The other two motives, community commitment and social relationships, are related to social purposes. Users share UGC as a means of communication, desire feedback from others, and want to feel a sense of belonging within certain communities. All of these motives positively affect UGC sharing intention. This is the first study to empirically clarify UGC sharing motives. In addition, this study reveals UGC-centric self-creation and self-expression motives, which have not been the focus of previous online communication studies. Finally, the research results suggest how UGC site managers can adopt practical strategies related to UGC management.

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Culture in new media times

Informatologia ◽

10.32914/i.51.3-4.8 ◽

2018 ◽

Vol 51 (3-4) ◽

pp. 200-205 ◽

Cited By ~ 1

Author(s):

Borivoje Baltezarević ◽

Radoslav Baltezarević ◽

Vesna Baltezarević

Keyword(s):

Social Networks ◽

New Media ◽

Cultural Values ◽

Social Relationships ◽

New Technologies ◽

Traditional Culture ◽

Migration Process ◽

Negative Effects ◽

Intrapersonal Communication ◽

Virtual Spaces

New media is focusing on new technologies and digitizing their content which has both good and bad effects, that individuals and society as a whole, are exposed to. Digitizing intrapersonal communication brings about simultaneous digatilization of culture and society. Technology, besides a plethora of its undoubtedly good features, also demonstrates the negative effects underpinned by the ‘migration process’ of individuals to virtual spaces, that are contributing to the transformation of existing culture into virtual culture. Culture in transition to the digital age is transformed into a culture of forgetting and is faced with the interruption of continuity of the role an individual plays in preserving of the existing traditional cultural values. The aim of this paper is to present the views of respondents who are using virtual social networks on the culture that is being created in a virtual environment and their attitudes about whether virtual networking leads to the changes in their relation to traditional culture and social relationships in the real world

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Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement

Journal of Product & Brand Management ◽

10.1108/jpbm-06-2020-2971 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Nebojsa S. Davcik ◽

Daniela Langaro ◽

Colin Jevons ◽

Rita Nascimento

Keyword(s):

Social Media ◽

Structural Equation ◽

Perceived Value ◽

User Generated Content ◽

Equation Modeling ◽

Consumer Engagement ◽

Content Type ◽

Social And Emotional ◽

Positive Effects ◽

Social Media Platforms

Purpose This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or create brand-related content with no formal brand incentive or control. Design/methodology/approach The study focuses on the question of how users engage with non-sponsored brand-related UGC on Instagram and assesses the influence of UGC perceived value, using partial least squares variance-based structural equation modeling. Findings The research shows significant and positive effects of UGC on Instagram users’ intentions to engage with the platform and the influence of UGC perceived value on UGC uses. The findings deepen the understanding of the mechanisms underlying non-sponsored brand-related UGC in consumer engagement marketing, with significant implications for brand managers and the future development of Instagram and other social media platforms. Originality/value The UGC functional, social and emotional values are evaluated for their effects on generating the three distinct patterns of consumer online brand-related activities (consumer, contribute and create) in the non-sponsored brand-related UGC context.

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Language, Space, and Social Relationships

10.1017/cbo9780511581458 ◽

2009 ◽

Cited By ~ 29

Author(s):

Giovanni Bennardo

Keyword(s):

Social Relationships

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Social Motives Predict Loneliness During a Developmental Transition

Swiss Journal of Psychology ◽

10.1024/1421-0185/a000201 ◽

2017 ◽

Vol 76 (4) ◽

pp. 145-153 ◽

Cited By ~ 4

Author(s):

Jana Nikitin ◽

Alexandra M. Freund

Keyword(s):

Social Relationships ◽

Well Being ◽

Social Avoidance ◽

Social Approach ◽

Social Motives ◽

Developmental Transitions ◽

Avoidance Motivation ◽

Negative Effect ◽

Low Levels

Abstract. Establishing new social relationships is important for mastering developmental transitions in young adulthood. In a 2-year longitudinal study with four measurement occasions (T1: n = 245, T2: n = 96, T3: n = 103, T4: n = 85), we investigated the role of social motives in college students’ mastery of the transition of moving out of the parental home, using loneliness as an indicator of poor adjustment to the transition. Students with strong social approach motivation reported stable and low levels of loneliness. In contrast, students with strong social avoidance motivation reported high levels of loneliness. However, this effect dissipated relatively quickly as most of the young adults adapted to the transition over a period of several weeks. The present study also provides evidence for an interaction between social approach and social avoidance motives: Social approach motives buffered the negative effect on social well-being of social avoidance motives. These results illustrate the importance of social approach and social avoidance motives and their interplay during developmental transitions.

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