TY - JOUR
T1 - Power of consumers using social media
T2 - Examining the influences of brand-related user-generated content on Facebook
AU - Kim, Angella J.
AU - Johnson, Kim K.P.
N1 - Publisher Copyright:
© 2015 Elsevier Ltd. All rights reserved.
PY - 2016/5/1
Y1 - 2016/5/1
N2 - 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.
AB - 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.
KW - Brand engagement
KW - S-O-R
KW - User-generated content
KW - eWOM
UR - http://www.scopus.com/inward/record.url?scp=84952771651&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84952771651&partnerID=8YFLogxK
U2 - 10.1016/j.chb.2015.12.047
DO - 10.1016/j.chb.2015.12.047
M3 - Article
AN - SCOPUS:84952771651
SN - 0747-5632
VL - 58
SP - 98
EP - 108
JO - Computers in Human Behavior
JF - Computers in Human Behavior
ER -