The Impact of User-generated Content
نویسندگان
چکیده
Developed to address the challenges of the social web, this study aims to determine how consumers’ involvement in user-generated content (UGC) affects brand equity. The formation and testing of a conceptual model addresses a gap in the literature by exploring links between UGC, involvement and consumer-based brand equity. Based on previous research complemented by depth interviews with experts, co-creation, empowerment, community and self-concept were selected to represent the domain of UGC. The model was then empirically tested through data from 201 consumers responding to an online survey. The results provide support for managerial initiatives involving UGC campaigns for brand building. More specifically, the results indicate that co-creation, community and self-concept have a positive impact on UGC involvement. The data also supports that UGC involvement has a positive impact on consumer-based brand equity. The contributions of these research findings provide empirical evidence that has implications in building deeper relationships between consumers and brands.
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