Brand-related User-generated Content in New Media - Systematic Literature Review

• Autorzy: Magdalena Hofman-Kohlmeyer
• Języki publikacji: EN

Abstrakty

EN

Purpose: In new media age, growing ranks of consumers generate reviews, opinions, pictures and other types of content regarding brands (BR-UGC). The objective of the present paper is recognition of current knowledge about individual motives of users' engagement in and factors that condition generating brand-related content. Methodology: The author conducted a systematic literature review and tried to apply PRISMA statement as much as possible. For searching articles across reputable business journals the Scopus database was used. Only top tier journal form AJG 2018 list was included into analysis. As procedure require, study eligibility criteria and report eligibility criteria were used. Findings: Users' motivation to create a BR-UGC can be divided on: motivation to build self-image and be proud of own work, motivation to belong to a community, hedonic motivation, motivation to improve branded products or services, motivation to help other people, revenge motivation, motivation to express negative feelings or emotions, motivation to get compensation or benefits from the company, motivation by habits. Users are motivated to use BR-UGC by: a need to keep in touch with friends and family, a need for information, brand loyalty, emotional attachment to the brand, a need to avert boredom. Current literature allowed also to identified a factors of BR-UGC creation (e.g. the portal use intensity, perceived usefulness of content creation) and BR-UGC using (e.g. visual appearance, informational content and objective evidence). Research limitations: Only Scopus database was chosen because it allowed to select a papers in top tier journals. It could omit some important studies but the use of one database led to including a large number of papers. The use of ABS list as criterion, some publication in journals could be missed. In future research an analysis can be expanded with other databases and other journals. Originality/value: Based on conducted analysis, the author made an attempt to group individual motives and factors investigated by scholars, and propose a typology. (original abstract)

Słowa kluczowe

EN

Informal communication; Brand image; Website; Consumer behaviour; Internet forums; Brand; Literature review

PL

Komunikowanie nieformalne; Wizerunek marki; Serwis internetowy; Zachowania konsumenta; Fora internetowe; Marka; Przegląd literatury

• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2023
• Numer: z. 179 Współczesne zarządzanie = Contemporary Management
• Strony: 133--162

Twórcy

autor

Magdalena Hofman-Kohlmeyer

• University of Economics in Katowice

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Identyfikatory

DOI

10.29119/1641-3466.2023.179.8