Improving the User Generated Content (UGC) for Product Review Videos In Social Commerce

2021 ◽  
Author(s):  
Siti Zubaidah Mohd Zain ◽  
Ab Razak Che Hussin ◽  
Setiawan Assegaff
Keyword(s):  
User Generated Content ◽  
Social Commerce ◽  
Product Review

Socio-influences of user generated content in emerging markets

2018 ◽  
Vol 36 (7) ◽  
pp. 737-749 ◽  
Author(s):  
Harish Kumar ◽  
Manoj Kumar Singh ◽  
M.P. Gupta
Keyword(s):  
Emerging Markets ◽  
User Generated Content ◽  
Business Practices ◽  
Social Commerce ◽  
Interpretive Structural Modeling ◽  
Content Type ◽  
The People ◽  
The Social ◽  
Marketing Activities ◽  
Hierarchical Relationships

Purpose The purpose of this paper is to conceptualize the influencing characteristics of user-generated content over perceived structure of social platforms to plan various business practices to improve the social commerce activities especially in emerging markets. Design/methodology/approach In first step, key factors are identified from the systematic literature studies and experts’ opinion. Second, total interpretive structural modeling is used to interpret the complexity of relationships among various factors. Further, fuzzy-MICMAC analysis is used to determine the most driving factors to improve the social commerce. Findings The study illustrates hierarchical relationships that can help policy designers, business leaders and decision makers to gain maximum benefits of mining the user-generated content to implement the people-oriented changes to improve economic capability of a country. Research limitations/implications The applicability of the study findings can be deployed mostly in emerging economies. The study has not considered the data security, cyberbullying, authenticity and reliability of shared content spread virally over social sites. Practical implications The paper will assist policy makers, business planners and solution providers to give importance to public-led influencing patterns to offer business solutions based on people demand and choices. Social implications The customers’ engagement, sharing reviews, getting suggestions from other people and finding new trends through user-generated content would enable higher social commerce activities. Originality/value The paper develops hierarchical relationships to represent the advancements in business and marketing activities based on influencing patterns and behavior of users over social sites.

scholarly journals The Mediated Effect of Social Presence on Social Commerce WOM Behavior

Information ◽  
2021 ◽  
Vol 12 (12) ◽  
pp. 498
Author(s):  
Carolina Herrando ◽  
Julio Jiménez-Martínez ◽  
María José Martín-De Hoyos
Keyword(s):  
Social Presence ◽  
User Generated Content ◽  
Social Commerce ◽  
Empirical Results ◽  
Mediating Role ◽  
Expectation Disconfirmation ◽  
Brand Promotion ◽  
And Behavior ◽  
The Relationship

Based on expectation disconfirmation theory, this study analyzes how attitudes (satisfaction and loyalty) influence interaction intention (sWOM) and, consequently, active and passive sWOM behavior. It does so by assessing the mediating role of social presence on sWOM intention and behavior. The empirical results provide several contributions. First, knowing how to increase active sWOM contributes to bridging the gap regarding how to enhance interactions between users. Second, fostering active sWOM on social commerce websites will provide companies with more positive user-generated content, since this active sWOM comes from satisfied and loyal users, and it is assumed that they will rate the product positively and report a good experience. Third, companies can benefit more from users if users interact with other users by sharing their experiences. This study sheds light on how social presence can mediate the relationship between intention and behavior, particularly when it comes to increasing active participation and brand promotion.

How to Make Effective Product Review Videos

2020 ◽  
Vol 18 (4) ◽  
pp. 73-92
Author(s):  
Tathagata Ghosh
Keyword(s):  
Present Article ◽  
User Generated Content ◽  
Product Reviews ◽  
Technical Quality ◽  
Product Review ◽  
Internet Users ◽  
Effective Product

Extant research on online user-generated content, especially product reviews, has consistently examined the effects of textual reviews on consumers and has ignored an emerging and popular review format such as product review video (PRV) on YouTube. Specifically, no research exists that suggests how to develop an effective PRV. The present article addresses this gap by examining the effects of three important attributes of PRVs – review depth, review frame, and review disposition, on consumers' attitude toward the PRV and their propensity to share it. Technical quality of the video is included as a moderator. A between-subjects experiment was conducted with a sample of Internet users. The findings suggest that PRVs are most effective when the review depth is moderate, the review is comparative in nature, and it highlights product benefits instead of attributes. Technical quality positively moderates these afore-mentioned relationships.

scholarly journals The Driving Forces of C2C Social Commerce in Thailand: A Developing Framework

2018 ◽  
Vol 3 (1) ◽  
pp. 108 ◽  
Author(s):  
Supattana Sukrat ◽  
Pruthikrai Mahatanankoon ◽  
Borworn Papasratorn
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Driving Forces ◽  
Virtual Community ◽  
Building Blocks ◽  
User Generated Content ◽  
Community Management ◽  
Social Commerce ◽  
Massive Growth ◽  
Online Retailers

Social Networking Services (SNSs) allow individuals and small online retailers to engage in consumer-to-consumer social commerce (C2C s-commerce). It is a growing phenomenon in Thailand.  This article seeks to articulate the driving forces behind the massive growth of C2C s-commerce in Thailand. Our preliminary literature review and observation reveal a set of interrelated drivers or dimensions fueling this growth: personality and motivation, user-generated content, ICT, and virtual community management. We postulate that these drivers are the main building blocks for C2C s-commerce adoption in Thailand. Researchers and practitioners can refer to these dimensions as they seek to reexamine C2C s-commerce in the context of Thailand or other emerging economies.Keywords: consumer-to-consumer (C2C), s-commerce, driving forces, Facebook, motivation, personality, social networking sites, social commerce, virtual community

scholarly journals Examining the influence of user-generated content on the fashion consumer online experience

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Delia Vazquez ◽  
Jenny Cheung ◽  
Bang Nguyen ◽  
Charles Dennis ◽  
Anthony Kent
Keyword(s):  
Purchase Intention ◽  
Positive Emotions ◽  
Aesthetic Experience ◽  
Sem Analysis ◽  
User Generated Content ◽  
Social Commerce ◽  
Content Type ◽  
Interactive Engagement ◽  
Relational Experiences ◽  
Interactive Behaviour

PurposeThe purpose of this study is to analyse online consumers' experiential responses towards visual user-generated content in social commerce fashion online shopping environments. The study develops and tests a UGC OCE framework incorporating aesthetic and relational experiential paths in the OCE.Design/methodology/approachThis paper adopts a quantitative approach to examine fashion consumers experiential responses to UGC content. The sample comprised 555 respondents recruited via a consumer panel. SEM analysis was employed to analyse and test the framework model.FindingsThe findings illustrate that consumers are initially stimulated by an aesthetic experience, which then triggers a combination of relational, emotional and interactive experiences in fashion social commerce. The study extends the S-O-R framework by integrating it to the experiential “path” that indicates the series of experiences consumers encounter. Using S-O-R, the study presents the consumers' online experiential responses to viewing visual UGC, revealing that there are five experiential responses, all of which have an influence on online consumer behaviour. Responses towards visual UGC include visual, relational, emotional, cognitive engagement and interactive engagement, which were all identified to influence purchase intention.Originality/valueThis study is original in finding that, in the context of online fashion shopping, aesthetics drive relational experiences, and relational experiences drive flow and interactive behaviour and also purchase intention. Aesthetic experiences and positive emotions are powerful drivers of purchase intention and drive connectedness, flow and interactive behaviour. This study extends the literature by extending the frameworks in OCE and CE into the fashion UGC context.

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