How does Internet Celebrity re-posting BGC versus UGC Affect Consumer’s Attitude and Behavior

Abstract

The internet celebrity attracts a large number of online followers which forms a powerful internet community. This research examines the internet celebrity's re-posting behaviors of either BGC(Brand-generated Content) or UGC(User-generated Content) and their effects on consumer's attitude and intended behavior. The findings indicate that the internet celebrity re-posting BGC draws more positive effect from consumers when compared to re-posting UGC. Moreover, such effect appears to be positive when the internet celebrity does not fit well with the brand they re-post. When they fit well with the brand they re-post(i.e. high source congruence), the consumers respond positively to both UGC and BGC re-posting. This research draws the implication of re-posting contents being more important than reputation of the internet celebrity.