When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type
- Authors
- Kim, Mikyoung; Song, Doori
- Issue Date
- 2018
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Brand-related UGC; WOM marketing; content sponsorship; content type; PKM; inferences of manipulative intent
- Citation
- INTERNATIONAL JOURNAL OF ADVERTISING, v.37, no.1, pp.105 - 124
- Journal Title
- INTERNATIONAL JOURNAL OF ADVERTISING
- Volume
- 37
- Number
- 1
- Start Page
- 105
- End Page
- 124
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/4764
- DOI
- 10.1080/02650487.2017.1349031
- ISSN
- 0265-0487
- 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.
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Collections - School of Advertising and Public Relations > School of Advertising and Public Relations > 1. Journal Articles
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