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Fans with Benefits - Posting User-Generated Content on Brand-Owned Social Media Channels

  • Brand-related-user-generated-content allows companies to achieve several important objectives, such as increasing sales and creating higher user engagement. In this paper a research framework is developed that provides an overview of the necessary processes to successfully use brand-related-user-generated-content. The framework also helps managers to understand the main motives of users whenBrand-related-user-generated-content allows companies to achieve several important objectives, such as increasing sales and creating higher user engagement. In this paper a research framework is developed that provides an overview of the necessary processes to successfully use brand-related-user-generated-content. The framework also helps managers to understand the main motives of users when posting brand-related-user-generated-content. Expert interviews were carried out to validate the research framework. The results from the interviews support the proposed framework. Brand-related-user-generated-content can increase purchase intention and the community engagement. From a user’s perspective the opportunity to interact with a brand and be featured on official brand channels could be seen as the main motivation for creating brand-related-user-generated-content.show moreshow less

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Metadaten
Document Type:Conference Proceeding
Conference Type:Konferenzartikel
Zitierlink: https://opus.hs-offenburg.de/5805
Bibliografische Angaben
Title (English):Fans with Benefits - Posting User-Generated Content on Brand-Owned Social Media Channels
Conference:9th International Conference (HCIBGO 2022), Held as Part of the 24th HCI International Conference (HCII 2022), Virtual Event, June 26 - July 1 2022
Author:Jawin Schell, Christopher ZerresStaff MemberORCiDGND
Year of Publication:2022
Date of first Publication:2022/06/16
Place of publication:Cham
Publisher:Springer Nature
First Page:112
Last Page:126
Parent Title (English):HCI in Business, Government and Organizations
Editor:Fiona Fui-Hoon Nah, Keng Siau
Volume:LNCS 13327
ISBN:978-3-031-05543-0 (Print)
ISBN:978-3-031-05544-7 (eBook)
ISSN:0302-9743 (Print)
ISSN:1611-3349 (E-ISSN)
DOI:https://doi.org/10.1007/978-3-031-05544-7_9
URL:https://link.springer.com/chapter/10.1007/978-3-031-05544-7_9
Language:English
Inhaltliche Informationen
Institutes:Fakultät Medien (M) (ab 22.04.2021)
Institutes:Bibliografie
DDC classes:300 Sozialwissenschaften
Tag:Social Media; User-generated content
Formale Angaben
Relevance:Konferenzbeitrag: h5-Index < 30
Open Access: Closed 
Licence (German):License LogoUrheberrechtlich geschützt