Marketing

World Wide Web

Attribution

Social psychology

Source credibility

Computer science

Business

Internet privacy

Content (measure theory)

Advertising

Psychology

Mathematics

Social media

Political science

Sociology

Content analysis

Mathematical analysis

User-generated content

Credibility

Social science

Internet Research

Purpose The purpose of this paper is to investigate how the source of brand-related user-generated content (UGC) (a close friend vs a celebrity) interacts with content sponsorship (organic UGC vs sponsored UGC) to influence consumer causal attributions, brand attitude, and intention to comply with the recommendation.

Brand-related user-generated content on social media: the roles of source and sponsorship