Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement
Abstract
Purpose This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or create brand-related content with no formal brand incentive or control. Design/methodology/approach The study focuses...
Paper Details
Title
Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement
Published Date
May 28, 2021
Volume
31
Issue
1
Pages
163 - 174
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