Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook

Angella J. Kim, Kim K.P. Johnson

Research output: Contribution to journalArticlepeer-review

98 Scopus citations

Abstract

This study examined the influences of positive brand-related user-generated content (UGC)1 shared via Facebook on consumer response. The model tested was derived from the S-O-R consumer response model (Mehrabian & Russell, 1974) that depicts the effects of environmental/informational stimuli on consumer response. Specific research objectives were to investigate whether brand-related UGC acts as a stimulus to activate consumer behavior in relation to brand and examine the processes by which brand-related UGC influences consumer behavior. Using the S-O-R model, brand-related UGC was treated as stimulus, pleasure and arousal as emotional responses, and perceived information quality as cognitive response. Information pass-along, impulse buying, future-purchase intention, and brand engagement were treated as behavioral responses. Participants (n = 533) resided in the U.S. and had a Facebook account. Mock Facebook fan pages including brand-related UGC were developed as visual stimuli and presented via an online self-administered questionnaire. SEM was used to analyze the data. Brand-related UGC activated consumers' emotional and cognitive responses. Emotional and cognitive responses significantly influenced behavioral responses. Positive brand-related UGC exerts a significant influence on brand as it provokes consumers' eWOM behavior, brand engagement, and potential brand sales.

Original languageEnglish (US)
Pages (from-to)98-108
Number of pages11
JournalComputers in Human Behavior
Volume58
DOIs
StatePublished - May 1 2016

Keywords

  • Brand engagement
  • S-O-R
  • User-generated content
  • eWOM

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