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.…
| 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 Leng 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) |
| Collections of the Offenburg University: | Bibliografie |
| DDC classes: | 300 Sozialwissenschaften |
| Tag: | Social Media; User-generated content | Formale Angaben |
| Relevance for "Jahresbericht über Forschungsleistungen": | Konferenzbeitrag: h5-Index < 30 |
| Open Access: | Closed |
| Licence (German): |  Urheberrechtlich geschützt |