The influence of firm-Generated video on user-Generated video: Evidence from China

Ma, Zaitian; Gu, Bin

doi:10.1177/18479790221118628

Cited by 9 publications

(3 citation statements)

References 71 publications

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“…However, users do not usually develop UGC for personal motivations without a preexisting brand strategy (Ma and Gu, 2022) that encourages social interaction. Not surprisingly, marketing and advertising agencies are increasingly investing in developing campaigns, with narratives leading to co-creation and ad appropriation by users.…”

Section: Methodsmentioning

confidence: 99%

Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers

Romero-Rodríguez

Castillo-Abdul

2023

JMD

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PurposeThis study examines the research that has been conducted on user-generated advertising content in the social marketing strategies of commercial brands to understand the phenomenon, explore academic interest in the topic and identify areas of limited thematic coverage.Design/methodology/approachA systematic review of existing scientific literature in the Web of Science (WoS) and Scopus was carried out using the PRISMA protocol. A co-occurrence matrix was used to review emerging topics on user-generated content (UGC) and influencer marketing, allowing the identification of articles (n = 59) related to the objective of this research.FindingsMost research has analyzed UGC in images or text, but only very few have addressed videos and other digital formats (such as reels, image carousels or podcasts), although there is sufficient work focused on Twitter, Facebook and YouTube. There was no evidence of work exploring the effects, repercussions and possible dangers of uncontrolled brand exposure through Unofficial Brand Ambassadors.Originality/valueThe literature review has allowed finding important areas of future research that the scientific community has not sufficiently addressed. Likewise, this work shows structurally several classifications of UGC, which will facilitate future research to deepen and broaden these categories.

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Section: Methodsmentioning

confidence: 99%

Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers

Romero-Rodríguez

Castillo-Abdul

2023

JMD

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“…Self-Determination Theory is a widely recognized psychological framework that has seen extensive application across various fields, including the study of social media and online communities. SDT offers a robust theoretical lens for understanding individual behavioral motivations within the context of social media environments [59,60]. SDT emphasizes the degree to which an individual's psychological needs are met.…”

Section: Self-determination Theorymentioning

confidence: 99%

What Influences Users’ Intention to Share Works in Designer-Driven User-Generated Content Communities? A Study Based on Self-Determination Theory

Song,

Wei,

Jiang

2023

Systems

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Designer UGC (user-generated content) communities serve as the epicenter of contemporary innovation and creativity, offering a platform for a broad design community to showcase their talents, communicate, and collaborate. Grounded in Self-Determination Theory, this study constructs a research model aiming to delve deeply into the underlying driving factors influencing users’ intention to share their works within these communities. Through online surveys targeting UGC community users and employing structural equation modeling, this research validates the determinants affecting their sharing intentions and dissects the pathways of each influencing factor. The findings reveal that in designer UGC communities, factors such as autonomy, competence, relatedness, online social support, and value fit have a significant positive impact on users’ intention to share their works. This study offers profound insights into the intrinsic logic behind user behaviors in the design creativity domain, also providing robust guidance for the operation and management of online community platforms.

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“…Such content has been shown to have a profound impact in areas like brand recognition, loyalty, and purchase intention [53]. Beyond its intrinsic goals of promotion and engagement [15,53], FGC sways consumer attitudes and values [54], and when paired with positive experiences with products and corporate practices, can result in favorable sentiments [55].…”

Section: Relationships Between Firm-generated Content (Fgc) Attitudes...mentioning

confidence: 99%

Digital Marketing and Fast-Food Intake in the UAE: The Role of Firm-Generated Content among Adult Consumers

Ali-Alsaadi,

Cabeza-Ramírez,

Sántos-Roldán

et al. 2023

Foods

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In the contemporary digital marketing context, this study aimed to investigate the influence of firm-generated content and social media advertising on fast-food consumption patterns among the adult population. Utilizing a questionnaire distributed to customers of a restaurant in Fujairah, United Arab Emirates, convenience sampling was employed. The findings underscored a significant positive relationship between firm-generated content and social media engagement, as well as between the latter and online shopping behavior. However, it was determined that word of mouth did not significantly moderate the relationship between attitudes towards social media advertisements and fast-food consumption patterns. From a theoretical perspective, these results enrich the understanding of how digital dynamics shape consumer behavior in specific contexts. Practically speaking, they prompt a critical reflection on the ethics of marketing in promoting products potentially detrimental to health, urging both companies and policymakers to reconsider their strategies and regulations, respectively.

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The influence of firm-Generated video on user-Generated video: Evidence from China

Cited by 9 publications

References 71 publications

Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers

Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers

What Influences Users’ Intention to Share Works in Designer-Driven User-Generated Content Communities? A Study Based on Self-Determination Theory

Digital Marketing and Fast-Food Intake in the UAE: The Role of Firm-Generated Content among Adult Consumers

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