When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type
| Autor: | Mikyoung Kim, Doori Song |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Persuasion Communication media_common.quotation_subject 05 social sciences 050109 social psychology Advertising Marketing mix Power (social and political) 0502 economics and business 050211 marketing 0501 psychology and cognitive sciences Social media Content type Business Content (Freudian dream analysis) media_common |
| Zdroj: | International Journal of Advertising. 37:105-124 |
| ISSN: | 1759-3948 0265-0487 |
| DOI: | 10.1080/02650487.2017.1349031 |
| Popis: | With the growing power of brand-related user-generated content (UGC) on social media, marketers have begun incorporating UGC into the marketing mix as part of word-of-mouth marketing. Drawing upon the Persuasion Knowledge Model, this study examines how content sponsorship interacts with content type to influence consumer responses toward brand-related UGC (inferences of manipulative intent, brand attitude, and intention to click on a URL). The results of an experiment with an online panel in the United States show that when the content is organic (i.e. unpaid), experience-centric content is more likely to induce favourable consumer responses than promotional content. When the content is sponsored (i.e. paid), however, promotional content yields more effective results than experience-centric content. Furthermore, this study demonstrates that consumer inferences of manipulative intent serve as a mediator for the interaction effects between content sponsorship and content types on consumer responses. |
| Databáze: | OpenAIRE |
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