When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type
DC Field | Value | Language |
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dc.contributor.author | Kim, Mikyoung | - |
dc.contributor.author | Song, Doori | - |
dc.date.available | 2020-07-10T04:40:37Z | - |
dc.date.created | 2020-07-06 | - |
dc.date.issued | 2018 | - |
dc.identifier.issn | 0265-0487 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/4764 | - |
dc.description.abstract | 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. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD | - |
dc.subject | WORD-OF-MOUTH | - |
dc.subject | USER-GENERATED CONTENT | - |
dc.subject | PERSUASION KNOWLEDGE | - |
dc.subject | CONSUMER RESPONSES | - |
dc.subject | ATTITUDE | - |
dc.subject | REVIEWS | - |
dc.subject | PRODUCT | - |
dc.subject | - | |
dc.subject | INTENT | - |
dc.subject | COMMUNICATION | - |
dc.title | When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Kim, Mikyoung | - |
dc.identifier.doi | 10.1080/02650487.2017.1349031 | - |
dc.identifier.scopusid | 2-s2.0-85031423215 | - |
dc.identifier.wosid | 000423753000007 | - |
dc.identifier.bibliographicCitation | INTERNATIONAL JOURNAL OF ADVERTISING, v.37, no.1, pp.105 - 124 | - |
dc.relation.isPartOf | INTERNATIONAL JOURNAL OF ADVERTISING | - |
dc.citation.title | INTERNATIONAL JOURNAL OF ADVERTISING | - |
dc.citation.volume | 37 | - |
dc.citation.number | 1 | - |
dc.citation.startPage | 105 | - |
dc.citation.endPage | 124 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalResearchArea | Communication | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.relation.journalWebOfScienceCategory | Communication | - |
dc.subject.keywordPlus | WORD-OF-MOUTH | - |
dc.subject.keywordPlus | USER-GENERATED CONTENT | - |
dc.subject.keywordPlus | PERSUASION KNOWLEDGE | - |
dc.subject.keywordPlus | CONSUMER RESPONSES | - |
dc.subject.keywordPlus | ATTITUDE | - |
dc.subject.keywordPlus | REVIEWS | - |
dc.subject.keywordPlus | PRODUCT | - |
dc.subject.keywordPlus | - | |
dc.subject.keywordPlus | INTENT | - |
dc.subject.keywordPlus | COMMUNICATION | - |
dc.subject.keywordAuthor | Brand-related UGC | - |
dc.subject.keywordAuthor | WOM marketing | - |
dc.subject.keywordAuthor | content sponsorship | - |
dc.subject.keywordAuthor | content type | - |
dc.subject.keywordAuthor | PKM | - |
dc.subject.keywordAuthor | inferences of manipulative intent | - |
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